The Internet’s “it girl” is widening her grasp once again. Busy being the Founder, Chief Creative Officer, and Head of Innovation at her skincare and beauty brand, Rhode, Hailey Bieber leads DKNY’s Fall 2025 Campaign. At only 28 years old, Bieber has created an empire for herself across the fashion, beauty, and business worlds, and DKNY is ready to embrace her for all that she brings to the table.

Their fall campaign blends timeless New York street style and DKNY’s 1989 capsule classics with a lived-in, effortless, modernized take of the brand’s known identity. We already know that Hailey Bieber is the queen of the “model off-duty” look, and that energy is exactly what we get with this collection.

Utilizing New York’s undeniable concrete infrastructure, quintessential taxicab yellow, and even an official collaboration with the New York Yankees, the campaign finds seamlessness and naturality in contrast.

The entrepreneur, business woman, model, and fashion icon is influencing more than just the lip gloss you buy. She’s refocusing your favorite brands as you know them.