DKNY began in 1989 as an affordable offshoot of Donna Karan’s eponymous brand that was aimed at empowering a younger generation of consumers with easy-to-wear clothes that show off their distinct personalities. With the launch of its newest digital-led campaign that celebrates individuality, it seems the brand has come full circle.

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The latest campaign taps on the power of social media and takes on a two-pronged approach to further cement its message—personalities such as Soo Joo Park, Sofia Richie and Olivia Culpo have been spotted with unique t-shirts with striking black bands comprising customised percentages that make up their unique selves.

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Fans of the brand are then encouraged to head over to its Instagram account, view the #IAMDKNY story on its Highlights, take a screenshot of black percentages template, and upload a formula that is uniquely theirs to Instagram stories. Through this, the brand aims to show the different facets, “multiplicity of backgrounds, perspectives, and experiences” that make us who we are.

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