Hailey Bieber is in a New York State of mind.
The 28-year-old model and beauty mogul is the new face of DKNY, marking a fresh chapter for the brand and another global campaign to add to Bieber’s long resume.
The images, released Tuesday, show Bieber in key pieces from the brand’s Fall 2025 collection, including a varsity jacket with taxi-yellow lettering and a double-denim look with nothing underneath.
A new take on the Canadian tuxedo? It’s only fitting that it comes from Bieber, who spends plenty of time in the country with Canadian-born husband Justin Bieber.
Shot by photographer Mikael Jansson in a raw, industrial warehouse space, the campaign showcases Bieber in her element: effortlessly cool and stylishly understated.
The images capture her signature blend of “quiet confidence, creative vision, and intuitive style,” according to the brand.
In several of the shots, she accessorizes with a New York Yankees cap, pairing the hat with structured blazers, crisp white shirts, and an ab-baring crop top. Other standout details include the brand’s fall handbags: the new Hadlee Bag, the Paula Commuter Tote, and an archival style, the Chana ’89.
“Beyond her phenomenal success story, she has an aspirational yet relatable style that captures our brand ethos. Hailey gives off incredible energy through her attitude and style that captures the spirit of New York,” said Jeff Goldfarb, executive vice president of G-III Apparel Group, in a release.
The new partnership comes at a particularly successful moment for Bieber, who made headlines back in May when her beauty brand Rhode was acquired by E.l.f. Beauty in a landmark $1 billion deal.
“Rhode is my world. It so doesn’t feel like a job to me,” Bieber said at the Business of Beauty Global Forum in June.
The DKNY campaign also represents a return to her modeling roots for the mother of one, who welcomed son, Jack, in August 2024. Recently, she celebrated his first birthday with an array of sweet photos.
“1 year of you my beautiful boy. Happy 1st Birthday Jack Blues, you are joy personified🩵” she wrote on Instagram.
DKNY’s Fall 2025 collection will be available globally on DKNY.com and in select retailers, with the campaign debuting worldwide through social media and various partnerships.