There is something rather alluring about the latest DKNY spring 2016 ad campaign and it seems mighty strong. Dao-Yi Chow and Maxwell Osborne are putting out their first efforts in advertising for the house and want to capture the power that lies in the heart and soul, the core of the DKNY woman. She is most definitely a woman, no matter how you look at it, as the label is steering away from girly youthfulness to the sophistication of a lady in charge.
The ads themselves feature Adrienne Juliger, who embodies all the characteristics she should without reducing or adding onto the age. The woman is versatile, just as the image of the perfect DKNY woman is able to show off all sides to herself, beckoning over her fans while still showing a good amount of tough love in a manner that leaves them utterly besotted.
Juliger has walked for brands such as Christian Dior, Givenchy, Giambattista Valli, Saint Laurent, Louis Vuitton and Valentino, so the powerful stance is easy for her to emulate. “The modern woman we envision has just started getting into her own in terms of career, starting a family, her life is multilayered with different dimensions. When you’re young, it’s not as complex. For us, those complexities and those dimensions are the interesting pieces in determining what she wants to wear,” said Dao-Yi Chow in an interview last September.
The DKNY spring 2016 ads have been photographed in Brooklyn, New York, by Lachlan Bailey. It features a wardrobe fit for a woman who is multidimensional, has seen the ups and downs of life and is more than able to pick herself back up and disallow for a jaded demeanor. She has balance, she has style, and most of all, she is strong at the core, able to withstand whatever obstacles life throws at her.
She is not young and full of fancy, but with a vision, a mission and people to work towards her best for. She is serious but does not take herself too seriously, according to Osbourne. It is how we would like to see ourselves and it is really good to see DKNY sticking to a customer base, which will benefit most from appearing to rule the world, even if it is the tiny one she calls her own life. It is for the woman of the new generation who does not allow for anyone to underestimate her and we are loving it.
The digital component of the spring ads are set for release in February, and will later appear in March issues on newsstands in print. While the former normally received only 5% of the global media budget, it will not encompass 40%, which is quite the leap and it will ensure the latest DKNY SS 2016 collection reaches as large a customer base as possible. They even plan on having behind the scenes footage from the shoots on their website, which will only boost their image even more so, as people love seeing the raw business behind the perfection that is released.
Photos courtesy of DKNY