Haley Bieber is in a state of mind in New York.
The 28-year-old model and beauty monarch are the new faces of DKNY, marking a fresh chapter of the brand and another global campaign to add to Bieber’s long resume.
Images released Tuesday showcase Beaver in key pieces from the brand’s fall 2025 collection, including a varsity jacket with taxi yellow lettering and a double denim look that’s nothing underneath.
A new take on a Canadian tuxedo? It’s fitting that she comes from Bieber, who spends plenty of time in the country with her Canadian-born husband Justin Bieber.
Filmed in a raw industrial warehouse space by photographer Michael Jansson, the campaign introduces Beaver to her elements.
According to the brand, the images capture a signature blend of “quiet confidence, creative vision and intuitive style.”
In some shots, she wears accessories in a New York Yankees cap and pairs the hat with a structured blazer, a crunchy white shirt and an AB burring crop top. Other outstanding details include the brand’s fall handbags: new Hadley bags, Paula Commuter Tote, and archival style Chana ’89.
“Beyond her incredible success stories, she has an ambitious yet relevant style that captures the spirit of our brand. Haley gives us an incredible energy through her attitude and style that captures the spirit of New York.”
The new partnership will be a particularly successful moment in May when her beauty brand Lord was acquired by ELF Beauty in a billion-dollar deal at the landmark.
“The Lord is my world. It doesn’t feel like work for me,” Bieber said at the Business of Beauty Global forum in June.
The DKNY campaign also marks the return to the modeling roots of the mother’s mother, who welcomed her son Jack in August 2024.
“My beautiful boy’s year. Happy 1st birthday Jack Bruce, you are joyful personified.” She wrote on Instagram.
DKNY’s Fall 2025 collection will be available worldwide on DKNY.com and select retailers, with the campaign making its debut worldwide through social media and various partnerships.
