In Pictures: DKNY unveils spring 2025 campaign starring Lila Moss in New York

DKNY has today launched its new spring 2025 campaign starring Lila Moss, daughter of Kate, shot on the streets of New York with a cinematic theme.

The campaign is a continuation of DKNY’s ‘New York Stories’, shifting the focus from literature to cinema and drawing inspiration from iconic movies that showcase the city as a vibrant backdrop, while introducing Lila Moss as the new global face of the brand.

Shot by Mikael Jansson, Lila Moss "gives off main character energy in looks that are youthful yet elevated", with the emphasis on the ‘DKNY est. 1989’ collection which revisits iconic pieces from the DKNY archive and reinterprets them in a contemporary way.

Lila Moss, who now lives in New York, "shows the self assurance of a local whose personal style becomes a calling card", as she is captured in denim pieces including a trench coat, wide leg jeans, a denim jacket with badges, relaxed fit faded and frayed shorts.

She is also featured in a boxy striped cropped polo shirt, a sporty black jersey dress with mesh inserts teamed with a vibrant yellow parka, and a black and white pinstriped slouchy fit suit.

Jeff Goldfarb, Executive Vice President at G-III Apparel Group, owner of the DKNY and Donna Karen brands, said: "Lila as the next face of DKNY embodies our spirit, resonating with global consumers to create authentic brand connections. This campaign further strengthens our commitment to expanding DKNY’s global presence."

Jacki Bouza, SVP of Global Marketing and Communications at G-III Apparel Group, added: "The spring DKNY 2025 campaign represents a pivotal moment, highlighting the brand’s unwavering commitment to creativity, authenticity, and accessibility.

"Launching today on @DKNY social, the campaign will debut globally through a diverse media mix, leading with impactful social, digital, social, premium outdoor, select print and influencer partnerships."

Not to be outdone by her daughter, Kate Moss will also be appearing in the Donna Karen spring 2025 campaign.

Lila Moss first came into the spotlight in 2016 when she appeared on the cover of Vogue Italia along with mother.

She also modelled for Marc Jacobs Beauty in 2018 and had her first solo magazine cover for ‘Dazed’ that year (her father Jefferson Hack is the co-founder and CEO of Dazed Media). A spot in Miu Miu’s SS20 campaign followed soon after.