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Icon returns: Hailey Bieber once again assumes the role of the global face of the
DKNY brand, continuing the fashion story that marked last season – now through a new, visually powerful campaign. For the spring 2026 season, the disruptive art scene of downtown New York from the sixties sets the stage for a contemporary reinterpretation of the icon. Exploring fame as an art form, the campaign places Hailey at the center of a black-and-white photo series of her wearing pieces from the latest collection.
The concept of the DKNY Spring 2026 campaign takes us to an artist’s loft – the quintessential New York space for creative encounters and the free flow of ideas. Hailey appears in relaxed yet carefully styled ensembles: a trench coat and denim shirt worn open over body-hugging layers; tailored trousers and loafers contrasted with a brush halter and oversized top; the “naked” dress made famous in the Sex and the City series, now in a black version with transparent straps, as well as a mini-dress in an elegant striped pattern; relaxed jeans and a blazer that evoke the spirit of the nineties. And of course, there is the New York Yankees™ cap, created in collaboration with the DKNY brand. The multi-layered energy of the brand pulses through every frame.
Jeff Goldfarb, EVP of G-III Apparel Group, stated, “Hailey Bieber is one of the most influential fashion icons today and a natural choice to continue to represent DKNY on a global level. What makes this partnership so successful is the way her personal style authentically matches the brand. She embodies the energy of DKNY while wearing pieces her own way.”
With a concept based on creativity and reinvention, the Spring 2026 season takes essential pieces to the next level. Hailey’s authentic style parallels the evolution of the brand through the seasons. Together, they make a striking, larger-than-life fashion statement.
Creative Direction: Trey Laird
Photography: Mikael Jansson
Styling: Stefan Richardson
Set Design: Clare Beckman
Hair: James Pecis
Makeup: Hannah Murray
BTS Photography: Tyrell Hampton
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