For Fall 2024, DKNY set out to reassert its identity as a true New York brand: modern, iconic, and globally relevant. Timed to the energy of international fashion weeks, the brand leveraged high-impact Out-of-Home (OOH) to transform key urban markets into extensions of the DKNY world, reinforcing cultural relevance while expanding reach across physical and digital environments.

DKNY partnered with billups to deliver a premium global OOH strategy that connected fashion, city culture, and scale by meeting consumers where style lives: on the streets.

‍Campaign Highlights

Markets activated: Major global markets aligned with international fashion weeks
Primary environments: High-impact urban locations, transit corridors, and street-level media
Audience focus: Fashion-conscious, urban adults

The Challenge

The fashion landscape is increasingly crowded. With global fashion weeks driving competition for attention and digital platforms saturated with content, DKNY needed to cut through visual noise while maintaining its brand prestige and cultural relevance.

The objectives were to:

• Break through during peak fashion moments
• Deliver cultural relevance across multiple global markets
• Extend impact beyond digital channels
• Support digital and social storytelling with a strong real-world presence

The goal was to establish a dominant physical presence in the world’s most influential fashion cities.

The Solution

The DKNY Fall 2024 campaign launched across major global markets using bold and immersive OOH placements designed to integrate the brand into the urban environment.

By focusing on both iconic locations and high-traffic daily touchpoints, the strategy delivered consistent visibility and reinforced DKNY’s connection to fashion, culture, and city life.

Key elements included:

• High-impact large-format OOH launched alongside global fashion weeks in New York City, London, and Milan
• Strong street furniture presence across key metropolitan markets
• Branded DKNY bus fleets in New York City, Los Angeles, and London
• Alignment with digital and social media to reinforce campaign visuals

‍The Execution

The campaign activated premium OOH inventory across major global markets, turning city streets and transit routes into bold expressions of the DKNY brand. Large-format placements delivered striking creative timed to fashion week moments, while street furniture and branded buses ensured consistent frequency and sustained visibility.

The coordinated rollout supported storytelling across physical, digital, and social environments.

Campaign details:
Brand: DKNY
Campaign: Fall 2024
Channel: Out-of-Home
Region: Global

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‍The Results

By grounding the Fall 2024 launch in the physical world, DKNY generated strong momentum across channels, with OOH playing a key role in driving awareness and engagement.

The campaign delivered:

• 135M+ estimated digital impressions
• 51M+ social accounts reached
• 418K+ total social engagements
• 767% follower growth compared to the Spring 2024 launch during the same period
  

Client feedback confirmed Out-of-Home as a standout channel within the overall media mix, reinforcing its impact in supporting global fashion launches.