Looking Back: Ad Campaigns Review: DKNY

Spring/ Summer 1999

Fall / Winter 2001

Underwear 1999

Men's Underwear

Spring/ Summer 2002 "One City, One World".

Spring / Summer 2007

Spring / Summer 1994

For the past decade Laird and Partners a fashion advertising agency based in New York has produced some of the best ads for the DKNY brand. Using the best photographers of the decade and creating iconic images of NYC and attaching them to the brand.

 DKNY was the platform to launch one of the most famous models like Mark Vanderloo and Esther Cañadas. I remember walking for the first time to the first DKNY store in 1999 in Madison Ave  and watching at the metallics, transparencies, neons, the juice and blanches bar for DKNY Active. A lot of the things they were trying to push into the new millenium. DKNY was about the future, was about being an executive in New York, was about trying conceive what the world was about through the eyes of New York.

September 11 happened in 2001 and the creatives of the brand took a twist to revamp the spirit of New York. They created the "One City, One World" concept to bring back the spirit to New Yorkers. It showed construction men rebuilding the city and police men helping people. Laird and Partners has been on and off lately with DKNY and some of the Donna Karan labels. For me the best thing to make a strong presence on the market again is that they take the spirit of what this is about and keep it simple. Portray New York as what it is right now with its new generation and recreate the energy of the city through the clothes and images. DKNY advertising right now is really plain. 

These images were taken from the Laird and Partners website: http://www.lairdandpartners.com