With disconnect between street style favorite DKNY and younger consumers, the company recently appointed streetwear designers Dao-Yi Chow and Maxwell Osborne as the new creative directors. They’re the duo behind cult menswear line Public School (soon to land in Philippine shores, to be distributed by the same group behind Homme et Femme).
Apparently, pieces such as DKNY’s summery midi skirts just don’t seem to blend in with the laidback streets of today’s digi-generation. People just feel more comfortable in leather jackets, ripped jeans, and denim, denim, denim. Hopefully, the new designers will give the brand a much needed booty kick. (They did just launch an awesome women's collection of joggers, sweaters, and fleece, fleece, fleece.)
Maxwell Osborne and Dai-Yi Chow backstage at the Public School Fall 2012 presentation during Mercedes-Benz Fashion Week at Milk Studios on February 12, 2012 in New York City. (Photo by Jude Domski/WireImage)
Aside from the appointed duo, another DKNY newcomer hails from the tech industry (oh... just a company named Apple). Hector Muelas was given the position of “chief image officer,” a tailor-made role to handle “all areas of brand image, marketing, and creative services.” Guess that's easier than selling the Apple Watch.