DKNY launches its new campaign, “if you know you know”

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With its new spring campaign, “If You Know You Know,” DKNY, which is owned by G-III Apparel Group Ltd., is writing a love letter to New York City.

Model and influencer Devon Lee Carlson, artist and musician Annahstasia Enuke, and TikTok star Cameron Porras are all featured in the advertisements, which were shot by Dan Martensen and styled by Alastair McKim. The Met’s steps, the Brooklyn ferry, a West 4th Street basketball court, and Flushing Meadows Corona Park were all used for the campaign’s photo shoots.
“As someone who thrives on embracing individuality, being a part of this DKNY campaign felt very aligned and natural for me. I had so much fun paying homage to a place that’s given me so much inspiration,” said Enuke.
The campaign adopts a digital-first strategy with an emphasis on sponsored social media posts and influencer collaborations. Additionally, there will be outdoor advertising in New York City and in important international markets. The $59–299 collection includes sportswear-inspired outerwear, breathable knits, and casual suits in the brand’s distinctive black and white hues with pops of persimmon, melon, and Goldfinch yellow. Starting on February 7, the collection will be accessible worldwide through and a few international shops.

Since G-III bought DKNY in 2016, the company has increased its distribution to 55 countries and 1,300 retail partners, resulting in net sales of almost $600 million. Additionally, G-III has expanded its direct-to-consumer sales to 250 partner and company-owned physical stores and digital platforms worldwide.Sportswear, denim, athleisure, dresses, and outerwear are all available from DKNY.

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