Kaia Gerber Stars in DKNY’s Spring Advert Marketing campaign
In an try to faucet into Gen Z and bring in a unused month for DKNY, the 22-year-old Gerber was once photographed by means of Alasdair McLellan at Spring Studios in Pristine York and was once styled by means of Alastair McKimm for the spring advert marketing campaign.
“Kaia best represents the all-American style which classic DKNY was known for, but with a new energy and spirit,” stated Trey Laird, founder and important inventive officer at Group Laird, who created the marketing campaign.
DKNY, which has been a large world trade, has passed through a refresh.
“This season brings a whole new energy to DKNY, but with a laser focus on the original tone to build on the DNA of the brand,” stated Jeff Goldfarb, government vice chairman at G-III Attire Workforce, which owns the DKNY logo.
With a renewed focal point on DKNY icons and basics, the gathering reimagines core components corresponding to denim, blazers, trenches and leather-based jackets — all refreshed with a Gen Z twist. There’s additionally a unused hurry at the DKNY emblem, which units the sound for an all American boulevard taste.
The spring 2024 assortment is to be had globally at dkny.com and in make a selection shops.
Consistent with Laird, the theory was once to replace the logo and provides it a untouched power. “We really thought this was a great season to really make everything cool. We wanted to do a new logo, a new face of the campaign, a new campaign, a new collection that really concentrates on these essential pieces that were core to DKNY. It’s like a reset, to reclaim what DKNY is and what it stands for,” Laird stated.
Laird recalled that Donna Karan, the actual clothier, began DKNY for her daughter Gabby as a result of she stored stealing Donna’s garments and Donna sought after a couple of denims. “And DKNY was born. It was born with a blazer, a jean, a trench, a leather jacket. Those essential core pieces that Donna reinvented for the DKNY audience,” he stated. He stated they’re having Gerber’s mom, Cindy Crawford and some of these other generations of iconic fashions relaunch Donna Karan Pristine York, as reported Thursday.
Laird concept, “Then who do I have to re-express and represent DKNY? We brought on board Kaia Gerber to be the new face of DKNY. Certainly not because she’s Cindy’s daughter, but it is a beautiful coincidence. Cindy is in Donna Karan the same season that DKNY is going out with Kaia with that backstory of Donna and Gabby (which Donna loves by the way),” he stated.
He stated they stored the marketing campaign in point of fact blank and quite simple. They labored with McLellan to detail all of the DKNY bedrock necessities. McKimm additionally went everywhere in the town, documenting it, so they have got those collage layouts. “It’s the city and Kaia felt like the all-American style girl of our time. DKNY was obviously one of the biggest all-American brands to launch in the Nineties. So it felt like a good marriage.”
They began the marketing campaign with a video of Gerber on a Pristine York Town billboard, the place she actually steps off and out into town. “She’s amazing. She embodies the brand and the spirit of it,” Laird stated.
The virtual marketing campaign will inauguration Monday on Instagram with the movies. “DKNY is super digitally driven, so there’s a lot of digital content going out in all the social and digital units,” Laird stated.
The DKNY marketing campaign includes a media mixture of print, virtual, top class out of doors and social/influencer partnerships, in line with Jacki Bouza, senior vice chairman, world advertising and communications at G-III. “Additional campaign content will be rolling out on our Instagram channel throughout the season,” Bouza stated.
As a part of the media combine, the marketing campaign will run outdoor in Milan and London throughout model weeks there, Spain and the U.S. in Pristine York, Miami and Los Angeles.
Laird stated the message at the back of the marketing campaign is creating a observation in regards to the unused power for DKNY.
“Alastair brings this youthful edge to his images. He loves going around New York City and almost seeing the city through his eyes,” Laird stated. McKimm has a boulevard contact to his styling, and restyled all of the DKNY necessities, including that even Gerber is dressed in a Pristine York Yankees cap. “Whenever she’s out in New York, she wears the Yankees hat in New York City. It’s just like a new start. There’s a touch of taxi cab yellow,” he stated.