Sydney Sweeney’s viral American Eagle jeans campaign now has a competition as Hailey Bieber debuts as the global face of DKNY. The model leads the brand’s Fall 2025 collection in a striking New York–inspired campaign that showcases a wide-ranging look.
Sydney Sweeney has new competition and it’s Hailey Bieber
Sydney Sweeney’s headline-making American Eagle denim campaign now has fresh competition and it comes from Hailey Bieber. The model and Rhode founder has been unveiled as the new global face of DKNY, leading the brand’s Fall 2025 advertising campaign.
For the launch, DKNY has introduced a striking collection that reimagines its est. 1989 capsule. Bieber takes the spotlight in a variety of city-inspired looks. In one bold look, she wears a double denim ensemble with no shirt beneath the jacket.
Other looks for the campaign feature a sharply cut black blazer, relaxed denim styled with chunky loafers, a slouchy denim jacket, and a faux fur coat. The campaign also highlights a Yankees cap from DKNY’s official collaboration with the New York baseball team. Accessories featured in the campaign also include the Hadlee Bag, the Paula Commuter Tote, and the archival Chana ’89 bag, each of which is modeled by Bieber as she poses for the camera.
Photographer Mikael Jansson captured the series inside a warehouse designed to highlight the city’s raw, industrial atmosphere. Meanwhile, the pops of signature taxi cab yellow run throughout the visuals. Speaking to PEOPLE, Bieber said, “DKNY channels everything I love about New York: it’s energized, unique and full of inspiration.” She added, “This collection fits into my everyday life; it’s effortless, versatile, and understated, which is how I like to dress.”
The rollout of Bieber’s campaign arrives after Sweeney’s American Eagle ad, which went viral earlier this summer. That promotion drew widespread backlash after using the slogan “Sydney Sweeney has great jeans,” a wordplay on “good genes.” Many accused the slogan of being racially insensitive and linked it to Nazi propaganda.
