Emily Ratajkowski is known for her next-to-nothing taste in fashion — and now DKNY Intimates has tapped into her style and recruited her as the face of its next ad campaign.
Sebastian Faena shot the model and actress in a New York apartment for its spring campaign, which is titled #GoodMorningDKNY, and also includes a fashion film. In the film, Ratajkowski wakes up in her apartment and walks her dog while wearing nothing but her bra and briefs. She greets her neighbors with “Good morning, New York.”
“I have never been one to shy away from expressing my individuality. DKNY has always been about supporting strong, self-assured women and that is a message that’s very important to me,” Ratajkowski said. “I’ve always been a fan of the brand and this intimates campaign and film are a natural fit.”
Ad agency Laird + Partners produced the project, which will be featured on DKNY.com, social media outlets, the High Line, Times Square and New York subway stations.
“DKNY has always been a special brand to me from the very start, and I couldn’t be happier to be working on its next chapter again,” said Trey Laird, chairman and chief creative officer of Laird + Partners. “New York — its spirit, energy and attitude — has always been key to the feeling of the brand, as have the confident, strong women that embody the city. Emily perfectly captures that powerful attitude in this DKNY Intimates campaign with a little wink to the idea that New York girls write their own rules, and for DKNY they always have.”
G-III Apparel Group acquired Donna Karan last year from LVMH Moët Hennessy Louis Vuitton and Morris Goldfarb, chairman and ceo of G-III, previously told WWD that he expects DKNY to become a $1 billion brand and Donna Karan to reach more than $300 million in wholesale volume over the next several years.
“DKNY intimates, hosiery and sleepwear play a vital role in our company’s portfolio and our go-forward strategy,” Goldfarb said. “Creating a stand-alone campaign for these product categories with top-level talent will help accelerate the brand’s refresh and DKNY’s message.”