DKNY Reveals Its Spring 2026 Campaign Featuring Hailey Bieber
Rhea-AI Summary
DKNY (GIII) unveils its Spring 2026 campaign starring Hailey Bieber, inspired by downtown New York’s 1960s art scene. The black-and-white campaign showcases layered tailoring, the “Naked Dress,” denim, and a DKNY x New York Yankees™ cap.
The collection launches globally on Feb. 10, 2026 across DKNY.com, owned social channels, retail partners, and a media mix of social, outdoor, print, and influencers.
Positive
- None.
Negative
- None.
Market Reality Check
Peers on Argus
While GIII was down 1.61%, momentum data show three apparel peers (including UA, UAA, ZGN) also moving down (median around -8.8%), pointing to broader sector pressure that contrasts with this positive DKNY campaign news.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 09 | Earnings & dividend | Positive | +3.9% | Q3 FY26 beat on sales and EPS, raised guidance and initiated first dividend. |
| Dec 02 | Earnings date | Neutral | -0.2% | Announced timing and access details for upcoming Q3 FY26 earnings call. |
| Sep 04 | Earnings | Positive | +1.9% | Q2 FY26 results beat guidance despite lower sales; updated full-year outlook. |
| Sep 03 | Brand campaign | Positive | +0.3% | Donna Karan 40th anniversary campaign with high-profile models and broad promotion. |
| Sep 02 | Brand campaign | Positive | +0.1% | DKNY Fall 2025 launch naming Hailey Bieber as new global face of the brand. |
News around campaigns and strong earnings has historically led to modestly positive, aligned price reactions for GIII.
Over the last six months, GIII combined brand-building campaigns with solid financial execution. The Sept 2025 DKNY and Donna Karan campaigns saw small but positive reactions, while Q2 and Q3 fiscal 2026 results on Sept 4 and Dec 9, 2025 delivered beats versus guidance and produced stronger upside moves. The new Spring 2026 DKNY/Hailey Bieber campaign extends this marketing strategy, echoing prior fashion-focused announcements that coincided with stable to positive trading responses.
Market Pulse Summary
This announcement extends DKNY’s collaboration with Hailey Bieber into Spring 2026, reinforcing GIII’s focus on high-visibility campaigns for its brands. Recent history shows similar Donna Karan and DKNY launches coinciding with stable to positive trading, while earnings releases in Sept and Dec 2025 highlighted guidance beats and balance sheet strength. Investors may monitor how this campaign supports sales trends alongside ongoing insider equity awards and governance developments.
AI-generated analysis. Not financial advice.
NEW YORK, Feb. 10, 2026 (GLOBE NEWSWIRE) -- The icon is back: Hailey Bieber returns as the global face of DKNY, continuing last season’s breakthrough fashion story with a new, high-impact campaign.
For Spring 2026, the disruptive art scene of downtown New York in the ’60s sets the stage for a fresh spin on the recreation of an icon. Expanding on fame as an art form, the campaign places Hailey at the center of a black-and-white photo series of herself while wearing looks from the latest collection.
The campaign concept takes us into an artist’s loft – the quintessential New York setting for creative encounters and the free flow of ideas. Hailey appears effortlessly dressed: a trench and denim shirt worn open over layers that sit close to the body; tailored pants and loafers juxtaposed with a bra and oversized top; the “Naked Dress” made famous in “Sex and the City”, now in black with clear straps and a minidress in a polished pinstripe; relaxed jeans and a blazer that channels a ’90s attitude. And of course, she wears the New York Yankees™ cap in collaboration with DKNY. The brand’s multi-faceted energy pulses throughout. Amidst a monochromatic palette of black, white, beige and denim, strong eyewear and a signature bag add necessary accents to give each look that distinctive New York edge.
Jeff Goldfarb, EVP of G-III Apparel Group, says, “Hailey Bieber is one of the most influential style leaders today and a natural choice to continue representing DKNY globally. What makes this partnership so successful is how her personal style aligns authentically with the brand. She embodies the energy of DKNY while making the clothes her own.”
With a concept grounded in creativity and reinvention, Spring 2026 elevates what is essential. Hailey’s true style parallels the brand as it evolves from one season to the next. Together, a statement that is larger-than-life.
Launching today, the campaign and collection will debut globally on @DKNY’s owned social channels, and a robust media mix, leading with social, digital, premium outdoor, print, and influencer partnerships. The collection is available to shop on DKNY.com and in select retailers worldwide.
Creative Direction by Trey Laird
Photographed by Mikael Jansson
Styled by Clare Richardson
Set design by Stefan Beckman
Hair by James Pecis
Make-up by Hannah Murray
BTS Images by Tyrell Hampton
FOR MEDIA INQUIRIES PLEASE CONTACT:
Gabriella Romero - gabriella.romero@g-iii.com
ABOUT DKNY
Since its inception in 1989, DKNY has been synonymous with New York—inspired by the energy and attitude of the city. Founded on a pair of jeans and the speed of sport, DKNY is utility and purpose—it's practical and contemporary. Drawing on Donna Karan's original principle of designing for the woman who never knew where the day would take her, DKNY has transformed into a global lifestyle powerhouse: the dynamic wardrobe of everything you need to live a New York life—wherever that may be. Today, we reimagine and reinvent once again—our love for New York City, serving as both muse and mentor. From stitch to silhouette, we invite the world to explore new collections where culture, confidence, and the heartbeat of New York converge and become part of a brand that is not just worn—but lived. This is our love letter to the authentic street style and boundless energy that define the very DNA of New York—a narrative that unfolds in a new era of accessibility.
ABOUT G-III APPAREL GROUP, LTD.
G-III Apparel Group, Ltd. (NasdaqGS: GIII) is a global fashion leader with expertise in design, sourcing, distribution, and marketing. The Company owns and licenses a portfolio of more than 30 preeminent brands, each differentiated by unique brand propositions, product categories, and consumer touchpoints. G-III owns ten iconic brands, including DKNY, Donna Karan, Karl Lagerfeld, and Vilebrequin, and licenses over 20 of the most sought-after names in global fashion, including Calvin Klein, Tommy Hilfiger, Levi’s, Nautica, Halston, Converse, BCBG, French Connection, and major national sports leagues, among others.
Photos accompanying this announcement are available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/135ded25-19ca-4342-af64-bc904cf76c18
https://www.globenewswire.com/NewsRoom/AttachmentNg/3b8f16c6-62cd-4dbb-952f-159fddefe717
FAQ
Who is the face of DKNY's Spring 2026 campaign (GIII)?
When and where does DKNY (GIII) launch the Spring 2026 collection?
What are the signature looks highlighted in DKNY's Spring 2026 campaign?
How is DKNY (GIII) positioning its Spring 2026 creative concept?
Where can consumers shop the DKNY Spring 2026 collection from GIII?
