DKNY has unveiled British model Lila Moss as the new global face of the brand, starting with its SS25 campaign that’s a continuation of its New York Stories theme.

The label this time shifts the focus from literature to cinema, “drawing inspiration from iconic movies that showcase New York City as a vibrant backdrop”.

The campaign features both the city and Moss as its main characters, “with the cinematic atmosphere allowing Lila to seamlessly embody different roles”.

Moss recently moved to NYC and the company said she “already shows the self-assurance of a local whose personal style becomes a calling card. In DKNY, she finds her own self in the city”.

Her appearance in the campaign comes at a time when her mother Kate Moss stars in the Donna Karan New York SS25 campaign – “a mother-daughter connection between these two brands that echoes DKNY’s story of origin, when Donna Karan drew inspiration from her daughter for the line’s cool, youthful attitude”.

Jeff Goldfarb, executive VP at G-III Apparel Group, said the campaign “further strengthens our commitment to expanding DKNY’s global presence”.

The images were shot by Mikael Jansson as Moss “gives off main character energy in looks that are youthful yet elevated, and feature the ‘DKNY est. 1989 collection, which revisits iconic pieces from the DKNY archive and reinterprets them in a contemporary way”.

Jacki Bouza, SVP of Global Marketing and Communications at G-III, said that the campaign “represents a pivotal moment, highlighting the brand’s unwavering commitment to creativity, authenticity, and accessibility”.

It debuts on Thursday through a diverse media mix, including social, digital, premium outdoor, select print and influencer partnerships.