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Emily Ratajkowski captures the hearts of onlookers in the DKNY Fall 2017 campaign, #ONLYINDKNY


One could argue that every person living in New York City is a ‘somebody.’ Your neighbor could be major lobbyist, your cab driver could be a former war photographer, or a woman you see corralling her children on the subway is a popular film actress. The truth is that you never quite know who’s who but you’re sure the person is important or more than just a pretty face.

Trey Laird drives this idea in with the face of DKNY’s Fall 2017 campaign, Emily Ratajkowski, unintentionally catching looks of admiration from men around the city

Shot by photographer Sebastian Faena, the #ONLYINDKNY campaign properly captures the downtown New York City vibe, with recognizable locations and outfits by stylist Clare Richardson that express the eclectic style of SoHo. Emily is seen at a subway entrance, in a diner, at La Esquina in SoHo, and on Bowery, and nearby men are caught looking at the model. Do they know her, are they infatuated, or are they fixated on her outfit?

Most campaigns that are set in New York City want its location to be known by interspersing the Empire State Building, the Manhattan skyline, and street signs, but DKNY’s #ONLYINDKNY campaign focuses on the brand’s world and doesn’t lean on the city.

The city is very unique for its inhabitants and the unexpected audience that is watching you work.



Agency | Laird & Partners
Creative Director | Trey Laird
Photographer | Sebastian Faena
Models | Emily Ratatjkowski, Miles McMillan, Akin Akman, Clément Chabernaud, & Markel Williams
Stylist | Clare Richardson
Set Design | Philipp Haemmerle
Hair | Esther Langham
Makeup | Seong Hee Park