As a continuation of its New York Stories, DKNY shifts focus from literature to cinema for its SS25 campaign, introducing Lila Moss as the new global face of the brand.
Drawing inspiration from iconic movies that showcase New York City as a vibrant backdrop, the campaign features both the city and Lila as its main characters, with the cinematic atmosphere allowing Lila to embody different roles seamlessly.
Lila Moss for DKNY
As a recent transplant to NYC, she already shows the self-assurance of a local whose personal style becomes a calling card. In DKNY, she finds herself in the city. A rising star who brings a fresh energy and edge, Lila has been carving out a distinctive identity in the industry. As Kate Moss’ daughter, she extends her living fashion heritage while projecting a captivating individuality that mirrors DKNY’s balance of timeless style and modern relevance.
Lila representing DKNY takes on even more significance with Kate Moss appearing in the Donna Karan New York Spring 2025 campaign – a mother-daughter connection between these two brands that echoes DKNY’s story of origin when Donna Karan drew inspiration from her daughter for the line’s cool, youthful attitude.
Lila Moss for DKNY
Lila Moss for DKNY
“Lila as the next face of DKNY embodies our brand’s spirit, resonating with global consumers to create authentic brand connections,” states Jeff Goldfarb, Executive Vice President, at G-III Apparel Group. “This campaign further strengthens our commitment to expanding DKNY’s global presence.”
In the campaign, shot by Mikael Jansson, Lila gives off the main character’s energy in looks that are youthful yet elevated, and feature the “DKNY est. 1989” collection which revisits iconic pieces from the DKNY archive and reinterprets them in a contemporary way.
Lila Moss for DKNY
Lila Moss for DKNY
Signalling both ease and attitude, the collection reveals how styling a boxy striped polo with denim shorts; a vibrant yellow parka over a black jersey dress; or pinstripe suiting worn informally creates silhouettes that are sophisticated and streamlined.
by Chidozie Obasi