The popular American fashion brand
launched by designer Donna Karan apparently has a new muse.
DKNY is bringing back model Hailey Bieber for a second campaign, this time more provocative than the
first.
“Centering New York, as usual, the photos show Hailey wearing looks that include pants and loafers, a denim shirt and cheeky looks at her bra while she lounges in
a space made to look like an artist's loft,” according to People. “She also rocks a new
version of the ‘Naked Dress,’ made famous in 'Sex and the City.'
\Of course, Hailey also wears the DKNY x New York Yankees cap that launched last year in partnership
with the MLB team.”
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Launching today, the campaign and collection will debut globally on @DKNY’s owned social channels, and a "robust media mix, leading with social,
digital, premium outdoor, print, and influencer partnerships," according to a press release.
Bieber’s first global campaign for the brand launched in September.
“At this point in her career, Hailey Bieber has positioned herself as a modern-day
Renaissance woman,” according to Elle. “She’s become a major beauty
entrepreneur with Rhode—where she serves as the founder, chief creative officer, and head of innovation—a sought-after model, and a street style savant for fashion lovers around the
world.”
Bieber says: “This time, the relationship with DKNY feels deeper; I’ve gotten to know the brand and team more, so there is a stronger
connection.”
The campaign gives “the New York brand’s signature chic and understated aesthetic a street style twist,” according to InStyle. “Hailey Bieber gave her latest fashion campaign a
surprise dadcore-coded styling lesson. The Rhode founder paired an ab-baring bra with polarizing accessories.”