It's official, Bella Hadid is the new face of DKNY’s SS'17 campaign!

Shot by renowned photographer Collier Schorr, the campaign sets the IMG model in the urban streets of, where we can only assume is the brand's namesake, New York. Sunglass-clad and sporting slick, monochrome accessories against a blue skied background, Bella exudes cool-girl-collectedness like only she can.

Morris Goldfarb, chief executive officer and chairman of G-III Apparel Group, (DKNY's new umbrella company) told WWD, “Bella represents the evolution of DKNY.... She is confident, contemporary and socially relevant. We are thrilled to have her representing DKNY to bring back the power and energy to the brand.”

Stepping up its digital game to level with Bella's colossal social following and coinciding with the reveal of the campaign, has undergone a complete e-comm revamp, allowing for easier navigation and increasing editorial content on the site.

DKNY and Bella Hadid will be revealing the campaign this Sunday, January 29th in New York City and somewhat like orienteering for fashionistas, the brand are inviting the people of NYC to come out and help discover the campaign imagery, hidden all over the city. Documenting the hunt live on their Instagram, posts will reveal the campaign shots, secret location by secret location.

Can't make it to NYC this weekend? Never fear, stay tuned to our Instagram on Sunday and get a sneak-peak at the BTS of the SS'17 campaign here....