Kaia Gerber, Cindy Crawford’s daughter, is the testimonial of the new DKNY collection designed for the Gen Z. Ever since its foundation, in 1988, the newyorkese brand has been targeting young women. And changing with them. This is why for its Spring-Summer 2024 collection DKNY reinterpreted its iconic items in a new way.
When Donna Karan – today known as the Queen of the Seventh Avenue – first inaugurated her maison, she already knew who her target would be. She did not wanted to dress NY upper class elderly ladies, but young women. She aimed at designing garments that could be used everyday, to face ordinary challenges in style. Since then, 36 years have passed, her first customers are no more so young, world has changed and fashion as well, but DKNY’s mission remains the same. Therefore, the brand decided to renovate itself along with new generations.
The result is a collection that preserves the brand’s icons, yet reinterprets them in Gen Z key. T-shirts and hoodies become oversize. Denim embraces contemporary urban style. Blazers and trenches have genderless lines. The baseball cap sports a maxi logo. A revolution promoted by a model belonging to the Gen Z, as born in 2001: Kaia Gerber.
