DKNY Fall 2024 Ad Campaign

Review of DKNY Fall 2024 Ad Campaign by Creative Director Trey Laird and Photographer Mikael Jansson with model Kaia Gerber

DKNY draws on the literary legacy of New York with its Fall 2024 campaign. Seeing Kaia Gerber return as the new face of the brand, the campaign features creative direction from Trey Laird and photography by Mikael Jansson.

Following up on the Spring campaign that introduced a fresh look for the brand in tandem with the relaunch of Donna Karan, this new chapter highlights the special place that New York holds in the perspectives of several iconic American writers. With a visual perspective that draws on early 90s television and hip-hop videos, the short film follows Gerber across the city – including a stop at the library – and intersperses the footage with quotes about the city from the likes of Patti Smith, F. Scott Fitzgerald, Joan Didion, and more.

Gerber herself is a big reader and hosts an online book club, so it’s a fun and genuine choice to explore this literary side in addition to her more commonly seen persona as a young style icon. The vintage feel of the art direction is a nice way to tie the brand’s present moment back to its early growth, and the literary references extend this celebration of New York style into even wider creative dimensions. After a first chapter that was a simple and slick refresh of the brand’s core identity, this fresh narrative is continuing to build our excitement for the brand’s new era.