DKNY Launches Heart of NY Capsule
MILAN — DKNY is determined to capture the hearts of the next generations.
The brand is reimagining its iconic logo with the “Heart of NY” capsule that will be in stores in March.
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“The brand has always been inspired by the city of New York and the collection pays tribute to the energy of the city, reaching out to Gen Z,” explained Simona Clemenza, president of DKNY Europe, in an exclusive interview at the brand’s headquarters in Milan, where the capsule is being sold. “New York has always been inclusive, a melting pot, and this reflects the new spirit of the younger generations, void of prejudice and free. I admire their light and carefree spirit, which so many of us lost after the pandemic.”
The collection has a playful vibe and is designed to resonate with a diverse and global audience, in an accessible and recognizable way, she continued.
The capsule reimagines the urban aesthetics of DKNY, comprising a range of streetwear and sports-inspired pieces for women.
Designed by a team, the capsule makes a bold statement with graphic varsity jackets, short skirts and shorts, utility vests and quilt-stitched sweatshirts and trackpants. There were also cool cropped shirts and polos, cute knits, nylon pants and lots of denim with a ‘90s feel.
Clemenza said the design team had mined the rich archives of the brand for some of the pieces. Jersey, much loved and employed by Donna Karan, appeared in ruched bralettes and cocktail dresses.
The color palette stood out with bright yellow, blue and red, contrasting with black, white and beige. Bucket hats, sneakers and large canvas shopping bags were strong accessories flanking the lineup.
The brand played with the new Heart DKNY logo, which was placed either bold on several looks, or subtly outlined, but contributed to the character of the designs. “The brand awareness is very strong,” Clemenza said.
Retail prices range from 150 to 230 euros for dresses; from 185 to 245 euros for pants, and from 125 to 190 euros for T-shirts. Denim pieces remain key to the brand, and retail at between 90 and 150 euros.
The capsule will be distributed globally through its more than 250 franchised stores, the brand’s key accounts, a series of pop-ups and online.
The next collection will be presented in November.
Clemenza joined the company in January from Aspesi, where she held the title of chief executive officer.
Based in Milan, she is tasked with leading the international expansion of the brand in Europe — a key strategic priority for parent G-III Apparel Group. She reports to Jeff Goldfarb, executive vice president of G-III.
Clemenza partnered with G-III earlier in her career when she was vice president, global sales and licensing at Karl Lagerfeld B.V., for the establishment and development of Lagerfeld Paris in North America.
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