Hailey Bieber proves a Canadian tuxedo doesn’t require a shirt

Hailey Bieber has been unveiled as the new global face of DKNY, starring in the brand’s Fall 2025 campaign that showcases her signature style through a series of New York-inspired looks, including a bold double-denim ensemble worn without a shirt. The campaign, photographed by Mikael Jansson in an industrial warehouse setting, features Bieber in various outfits from the collection, such as a varsity jacket with taxi-yellow lettering, tailored blazers, and the notable Canadian tuxedo—a denim-on-denim look that she wears braless and shirtless, emphasizing a modern take on classic styles. Bieber’s involvement aligns with DKNY’s ethos, as described by Jeff Goldfarb, executive vice president of G-III Apparel Group, who noted her “aspirational yet relatable style” that captures the spirit of New York. The brand touted her as a “modern day muse” and a “force of nature,” highlighting her intuitive fashion sense and the energy she brings to the campaign. In an exclusive statement to PEOPLE, Bieber expressed her affinity for the collection, saying, “DKNY channels everything I love about New York: it’s energized, unique and full of inspiration.” She added that the pieces are “effortless, versatile, and understated,” which resonates with her personal style preferences and makes the clothing wearable for everyday life. The Fall 2025 collection includes reimagined classics from the DKNY est. 1989 capsule mixed with modern silhouettes, such as the new Hadlee Bag, Paula Commuter Tote, and archival Chana ’89 bag. Accessories like a New York Yankees cap, part of an official collaboration, add to the urban chic aesthetic and reinforce the campaign’s strong ties to the city that inspires the brand. Bieber’s appointment comes at a high point in her career, following the recent billion-dollar acquisition of her beauty brand, Rhode, by E.l.f. Beauty. Additionally, she celebrated her son Jack’s first birthday in August, adding a personal milestone to her professional achievements and underscoring her role as a multifaceted public figure. The campaign is set to debut worldwide through social media and various partnerships, with the collection available for purchase on DKNY.com and in select retailers. This partnership marks a significant moment for both Bieber and the brand, potentially boosting DKNY’s visibility and appeal in the competitive fashion market. As fashion trends continue to evolve, Bieber’s influence and this campaign may set new standards for celebrity endorsements and seasonal collections, emphasizing authenticity, urban inspiration, and a blend of nostalgia with contemporary design.