“It was very important to make the return of DKNY a memorable one,” Alasdair McLellan tells us about his latest campaign for the Kaia Gerber-fronted relaunch of DKNY.

Yes, you heard that right, DKNY is back! The New York brand, which was founded by Donna Karan in 1984, reached its height in the 1990s with a series of campaigns shot by Peter Lindbergh and featuring the likes of Stella Tennant, Shalom Harlow, Iman, and, perhaps most famously, Demi Moore and Bruce Willis.

“Kaia is the perfect choice for DKNY,” McLellan says, “She is a wonderful, intelligent person, and always inspiring. I’ve been lucky enough to photograph her for a few projects over quite a long time now, and she really is such a dream to work with.” Naturally, it makes sense to have present-day modelling royalty fronting the relaunch campaign, just as Lindbergh’s famed campaigns courted only the best of the top models.

Speaking of the collaboration between himself, stylist Alastair McKimm and DKNY’s creative director Trey Laird, McLellan said, “Alastair and Trey came up with the brilliant idea of using the NY Yankees cap throughout the styling in the new campaign; which gave everything such a cool edge that felt very New York.”

“Using Deee-Lite’s Deee-Lite Theme as the music for the video, and their iconic role in the 90s NY club scene, really anchored the whole project within the heritage of New York City.”

With Laird gathering a team this strong for the relaunch, we are very excited to see what the new DKNY is going to bring.