For Fall 2018, DKNY reconnects with the pulse of New York City to present a celebration of its most powerful force: diversity. The result is “100% DKNY,” the brand’s first-ever digital-led campaign that is an ode to a new generation of hustlers, breakers and multi-hyphenates, rewriting the rules while re-defining the city. The creative features models’ real-life personalities illustrated through lighthearted captions.
Contrasting, contradictory, and often humorous, the text encapsulates the multiplicity of backgrounds, perspectives, and experiences that comprise and celebrate modern New Yorkers.
Photographed by Oliver Hadlee Pearch and styled by Emilie Kareh, the campaign stars a roster of strong individuals, including Dilone, Soo Joo Park, Alanna Arrington, and for DKNY Men’s, Miles McMillan. Each is captured in dynamic, energetic portraits as they navigate their city — under the Williamsburg bridge, across Soho streets, and high up on sprawling rooftops. Their images are overlaid with copy that breaks down each subject’s “DNA,” all of which add up to “100% DKNY.”
Soo Joo is a Seoul-born model-DJ with a passion for good pizza. Alanna is a Midwestern b-baller transplanted to uptown Manhattan. Dilone is Dominican-born and Queens-raised, who puts family first. Miles is a part-time surfer, downtown artist at heart and riding the wave of life.
Their stories of individuality highlight the go-anywhere, do-anything spirit of the versatile DKNY Fall 2018 collection.
To bring “100% DKNY” to life the brand has designed several hundred custom T-shirts for celebrities and influencers in fashion, entertainment, music, and contemporary art, packaged in black and white DKNY pizza boxes and delivering during New York Fashion Week.
Fans can interact with the campaign to tell their own story by capturing a unique, blank template on @DKNY’s Instagram Stories Highlights and then share using #IAMDKNY, telling the world what makes them unique and, ultimately, 100% DKNY.
“New York will always be DKNY’s foundational inspiration. This new campaign celebrates the individuality and diversity of both the city and the brand,” said Jeff Goldfarb, Executive Vice President, G-III Apparel Group. “Our non-traditional approach to this campaign – from the digital-first execution to the guerilla seeding and the collection’s overall versatile design – are key elements of our ongoing strategy to evoke the brand’s iconic and modern message.”
The full media campaign launched on September 6, using a digital-first strategy to captivate the millennial-minded consumer across multiple touchpoints. Limited edition T-shirts will be sold exclusively on DKNY.com, allowing the consumer to buy the “100% DKNY” persona that best reflects their personality.