Lila Moss stars in the new DKNY campaign

For SS25, DKNY chose New York as the set and model Lila Moss, the brand’s new ambassador, as the protagonist. The brand has thus transformed the Big Apple into a metropolitan film, with Lila Moss, daughter of Kate Moss, embodying the energy and effortless style of the city, wandering through the streets without ever stopping. The top model, who recently moved to the metropolis, moves confidently between improvised sets and urban backdrops, telling a story of inner exploration through looks that blend heritage and modernity. The cinematic touch of the images by Mikael Jansson enhances the collection, where boxy-cut polos, parka jackets, and jersey dresses mix with an aesthetic that recalls the timeless NY, but with a contemporary filter. The entire campaign casting is star-studded: in addition to Jansson's photographic signature, the styling is curated by Alastair McKimm.

While past and present meet in DKNY’s new designs, the same happens in the choice of the brand’s new ambassador. Lila Moss is a rising star in the fashion industry who simultaneously celebrates her mother’s legacy with a distinct identity. The passing of the torch takes on even more significance with the presence of Kate Moss in the new Donna Karan New York SS25 campaign, almost closing a circle. For DKNY, this is more than just a campaign: it is a statement of intent, a piece of a larger puzzle, a global and authentic vision that, thanks to strategic partnerships, reaffirms the brand as a reference point for a new generation of New Yorkers.

The Spring 2025 collection is available globally on DKNY.com and at selected retailers.