DKNY Spring 2025 Ad Campaign

Review of DKNY Spring 2025 Ad Campaign by Creative Director Trey Laird and Photographer Mikael Jansson with model Lila Moss

DKNY continues its exploration of New York narratives seen through a next-gen lens with its Spring 2025 campaign. The campaign features creative direction from Trey Laird and photography by Mikael Jansson.

The brand’s refreshed new energy under Laird’s creative direction (who is also overseeing the revival of parent brand Donna Karan) has smartly continued the brand’s core DNA of a New Yorker’s daily wardrobe while blending a perspective that is at once cinematic and real and tapping next-gen talent. The brand’s Fall 2024 campaign featured Kaia Gerber and explored the city’s stories through the lens of literature; now, in the new campaign, Lila Moss give main character energy as she explores the city through the world of film.

The narrative follows the star on a joyful solo trip to a matinee showing at an old-school theater. As she emerges back into the bright afternoon, the imagery and stories of iconic cinematic moments begin to blend with her own journey, showcasing that even a simple walk through New York connects one with the city’s rich creative history.

Under Laird’s guidance, DKNY’s vision is direct, inviting, and consistent. Going straight to the heart of the brand’s identity of a New York state of mind built for everyday stories, the campaign is an energetic ode to living as the protagonist of one’s own life.