Though DKNY has yet to replace Maxwell Osborne and Dao-Yi Chow, who were ousted from the brand in December, the duo’s footprint still remains, at least in terms of DKNY’s Fall 2017 campaign, which was released today.
Themed #ONLYINDKNY, the Sebastian Faena-lensed ads star resident hot chick and ultimate girl next door Emily Ratajkowski, who poses in various New York City settings, like the counter at Katz’s, outside of a subway entrance, and in the middle of a basketball court donning the American label’s sporty wares—products of DKNY’s internal design team.
Photo: Courtesy of DKNY
What’s interesting is that Ratajkowski is just one of the many Instagram girls who flocked to the brand thanks to Osborne and Chow’s youthful, streetwise interpretation. She even sat front row at their final showing for Spring 2017, and walked a dog in lingerie for DKNY's Spring 2017 lingerie campaign, also shot by Faena. Other girls like Martha Hunt, Nina Agdal, Hailey Baldwin, Mia Moretti, and Olivia Culpo were fans of the brand under the pair's leadership.
With no clear direction and a rather ambiguous future, is this campaign the equivalent of DKNY downing a few vodka sodas and belting out, “Baby Come Back”? Probably not. And Ratajkowski probably got paid a pretty penny for posing. But one thing’s for sure: While Chow and Osborne's work was met with mixed reviews, DKNY is still very clearly reaping the benefits of the pair's cool-kid following.