“The city seen from the bridge is always the city seen for the first time,” F. Scott Fitzgerald muses in The Great Gatsby, one of the several New York-based books that DKNY drew inspiration from for their Fall 2024 campaign.

Starring Kaia Gerber — a frequent collaborator and face of the brand — the campaign continues to drive the direction of DKNY’s latest chapter, which dives into classic American style and the infamous NYC energy to capture the creativity at the heart of the city. Along with The Great Gatsby, the team looked to Patti Smith’s Just Kids and Jay McInerney’s Bright Lights, Big City to capture the essence of the place DKNY calls home.

Leading fashion photographer Mikael Jansson, stylist Alastair McKimm, and creative director Trey Laird join forces to paint a picture in which Gerber and the city star in equal measure, presenting the brand’s latest collection in a youthful and authentic portrayal. In a beautiful cross-generational medley, the images weave the spirit of the city today with its literary past and the label’s 35th anniversary collection, DKNY EST. 1989 — celebrating the storytelling that New York has always, and will always, spark. Here, we get a behind-the-scenes look, courtesy of photographer Lewis Mirrett.

Speaking on the campaign, Trey Laird explains: “Kaia personally is an avid reader and book lover, with a vibrant growing online community through her Book Club. So, the concept of the campaign was an inspiring opportunity to connect DKNY’s love of all things NY, with Kaia’s love of literature in a pure authentic way.”

“As DKNY evolves, the Fall 2024 campaign marks a defining moment, reflecting the brand’s commitment to creativity, authenticity, and accessibility,” adds Jacki Bouza, SVP, Global Marketing + Communications at G-III Apparel Group.

The Fall 2024 collection is available worldwide on DKNY.com and in select retailers.