Overview

For Fall 2025, DKNY set out to reinforce its identity as a modern, iconic New York brand on a global stage. Timed to key cultural and fashion moments, the brand leveraged high-impact Out-of-Home (OOH) to transform major fashion capitals into extensions of the DKNY world.

Partnering with billups, DKNY executed a premium, large-scale OOH strategy across London, Milan, and Paris, delivering dominance, sustained visibility, and cultural relevance in the world’s most influential style destinations. The campaign brought New York energy directly to European streets, connecting fashion, city culture, and scale.

Campaign Highlights

Markets activated: London, Milan, and Paris
Primary environments: Premium, high-visibility urban locations in global fashion capitals
Audience focus: Fashion-forward, urban consumers during peak cultural and fashion moments
Scale: Sustained, multi-market presence delivering dominant street-level visibility

‍

The Challenge

The global fashion calendar is intensely competitive, with brands vying for attention during concentrated cultural moments. In saturated urban environments and crowded digital spaces, DKNY needed to:

Break through during key fashion and cultural moments
Reinforce its New York heritage while maintaining global relevance
Deliver scale and dominance across multiple international markets
Drive measurable impact and maximize media value

The objective was clear: establish a commanding, real-world presence in top-tier fashion capitals while delivering efficient performance at scale.

The Solution

billups designed a high-impact OOH strategy focused on premium placements across London, Milan, and Paris. The campaign activated bold, high-visibility inventory in culturally significant urban locations, ensuring DKNY was embedded directly into the fabric of each city.

By prioritizing scale, premium positioning, and sustained exposure, the campaign transformed busy city streets into immersive brand touchpoints.

Key elements included:

• Premium large-format OOH placements in high-footfall city centers
• Dominant street-level visibility across major fashion capitals
• Strategic alignment with key seasonal and cultural moments
• Consistent creative presence driving brand recall and impact

‍The Execution

The FW25 campaign delivered a coordinated rollout across London, Milan, and Paris, activating high-impact OOH placements that integrated seamlessly into iconic urban environments.

Premium inventory in central, high-traffic locations ensured strong daily reach, while sustained presence delivered frequency and brand reinforcement over time. The campaign emphasized visibility, scale, and performance maximizing both contracted delivery and incremental value.

Campaign details:
- Brand: DKNY
- Campaign: Fall 2025
- Channel: Out-of-Home
- Region: London, Milan, Paris

The Results

The FW25 OOH campaign significantly expanded DKNY’s real-world visibility across global fashion capitals while delivering substantial over-performance.

The campaign delivered:

268.8M+ total impressions
67.6M+ bonus impressions (over-delivery beyond contracted commitments)
$629K+ estimated added media value

By combining premium placements with sustained urban visibility, DKNY achieved scale, dominance, and measurable efficiency across all activated markets reinforcing Out-of-Home as a powerful driver of global fashion impact.