Hailey Bieber Brings Her Effortlessly Cool Style to New Gig as Face of DKNY (Exclusive Video)

Hailey Bieber‘s got a brand new gig!

The mom of one is debuting as the global face of DKNY, modeling the label’s fall collection in a new campaign. In the fresh New York-centric shoot, Hailey shows off double denim (with no shirt under the jacket, of course), a sleek black blazer, as well as DKNY’s new Yankees hat that’s part of an official collaboration with the New York baseball team.

“DKNY channels everything I love about New York: it’s energized, unique and full of inspiration,” Hailey tells PEOPLE exclusively. “There is a balance of structure and ease that makes everything so wearable. I gravitate towards elevated classics that I can throw on but still feel intentional. This collection fits into my everyday life; it’s effortless, versatile, and understated, which is how I like to dress.”

For her other accessories, Hailey, 28, shows off DKNY’s new Hadlee Bag, the Paula Commuter Tote and the archival Chana ’89 bag as she effortlessly poses for photos, lensed by Mikael Jansson.

Jacki Bouza, SVP of global marketing and communications at G-III Apparel Group, says, “DKNY’s Fall 2025 campaign starring Hailey captures the brand’s timeless and iconic style, bringing New York’s energy to audiences globally.”

DKNY’s new fall collection, full of closet staples, aligned well with Hailey’s own style, which is why the label was so on board with having her be the new face. With pieces like a varsity jacket perfect for all your fall events, a classic denim jacket and a structured blazer for any girl boss moment, the collection combines the nostalgia of the brand with what’s new and now.

Hailey mixes the DKNY est. 1989 capsule with new fall pieces for the ultimate mashup of old and new, which is also on display in an exclusive behind-the-scenes video shared with PEOPLE. The collection can be shopped online and in stores now.

“We are excited to have Hailey as the global face of DKNY. Beyond her phenomenal success story, she has an aspirational yet relatable style that captures our brand ethos. Hailey gives off incredible energy through her attitude and style that captures the spirit of New York,” says Jeff Goldfarb, executive vice president of G-III Apparel Group. 

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Hailey’s new role with DKNY comes on the heels of her celebrating her son Jack Blues’ first birthday with her husband, Justin Bieber. Their son turned 1 on Aug. 22, which Hailey first commemorated via Instagram. In the first snap of the carousel of photos, Hailey can be seen picking up her son with a smile on her face. The second snap showed her holding Jack close to her chest, planting a kiss on his forehead.

“1 year of you my beautiful boy. Happy 1st Birthday Jack Blues, you are joy personified🩵” she captioned the post.

She then showed off his camp-themed first birthday party on her Instagram. “Camp counselor ⛺️” she captioned the photos, which included a snap of her and friend Kendall Jenner lounging near the pool and a photo booth strip of her and her son.

In the photo booth snap, Hailey smiles as she holds her son up to her shoulder. The top of each photo booth snap reads the theme of the party, “Camp Jack.”

Hailey and Justin married in September 2018. The couple welcomed their son in August 2024, three months after renewing their wedding vows in Hawaii and revealing that they were expecting their first child together.