Dao-Yi Chow and Maxwell Osborne's first DKNY ads revealed

Last year, Donna Karan stepped down from Donna Karan International, the company she had founded and built with tireless effort, talent, and determination. There was question over who would take over DKNY, and it was finally confirmed that Dao-Yi Chow and Maxwell Osborne of Public School would be taking over the reins of DKNY.

Their first collection for DKNY debuted at New York Fashion Week in September, and was met with mostly positive reviews. As the duo prepares to unveil their second collection for DKNY next month at NYFW, the ads for their first collection have been unveiled.

Their major inspiration for their first campaign is the DKNY woman. The ad campaign was shot by Lachlan Bailey and features model Adrienne Juliger.

Bailey has shot campaigns for Calvin Klein Jeans, Louis Vuitton, and Burberry, and has also worked for several international editions of Vogue.

Juliger has been featured in editorials for Vogue Australia and Vogue Japan, and also has an impressive list of runway credits. She's walked the runway for Chanel, Nina Ricci, Miu Miu, and Alexander McQueen just to name a few.

The campaign was photographed at Studio Red Hook in Brooklyn, N.Y.

In an interview with WWD, Chow made clear that DKNY's female customers should always be referred to as a woman, never a girl. That's been a main focus of theirs as they design the collections.

“We always refer to her as a woman,” He said last September before their first show for DKNY. “The modern woman we envision has just started getting into her own in terms of career, starting a family, her life is multilayered with different dimensions. When you’re young, it’s not as complex. For us, those complexities and those dimensions are the interesting pieces in determining what she wants to wear."

The designers believed that DKNY was getting too young in their customer base, and that they needed to return to their heritage of focusing on career influenced and stylish women.

The ads will launch in global lifestyle magazine publications, in addition to digital media outlets for fashion. 40 percent of the global media budget will focus on digital, which will be a first for DKNY which previously only allocated about 5 percent of their budget for digital. The digital side of the ad campaign will launch in mid-February as the March issues of lifestyle publications hit newsstands.

photo:fashioncopious.com