DKNY is appointing retailer Public School’s Maxwell Osborne and Dao-Yi Chow as their new creative directors. The new appointment is a bid to keep up with shifting consumer tastes and to connect its brand with the younger generation.
The announcement follows the New York based fashion retailer’s use of celebrity names including Rita Ora and Cara Delevingne, to push the company’s status forward among the younger audience. Such influence has pushed perfume sales across the brand by a massive 249%.
It’s a big move for Maxwell Osborne and Dao-Yi Chow, as DKNY is responsible for 80% of Donna Karan International and as they have only recently started dabbling in womenswear last season.
“DKNY has always been a part of the landscape of this city in our formative years as designers and as New Yorkers”, Chow and Osborne commented in a press release.
