For the first time ever, all of the Calvin Klein‘s labels (Calvin Klein Collection, Calvin Klein Platinum, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear) are presented together in one compelling campaign starring an array of subjects.
Shot by avant-garde photographer and filmmaker Tyrone Lebon, the global campaign presents a diverse and democratic cast that ranges from global superstars, actors, musicians, activists and models to street cast unknowns, often juxtaposed together. Those featured include Grammy nominated, 30-time platinum selling phenom Justin Bieber; American model and social media star Kendall Jenner; 11-time Grammy nominated hip-hop recording artist Kendrick Lamar; British artist, musician and director FKA twigs; Grammy nominated, platinum selling hip-hop recording artist Fetty Wap; breakout Danish actress Klara Kristin; independent hip-hop recording artist Joey Bada$$; Australian actress, model and musician Abbey Lee Kershaw; British model and activist Adwoa Aboah, Dutch artist, author and model Saskia de Brauw; indie music artist Destiny Frasqueri; and Korean model and up-and-coming music artist Sung Jin Park. The street cast up-and-comers include Daniel Hivner, Jan Gatewood, Aiden Dare, Rene Ferry,Sophia Tatum, Laura Sorensen and Petra Lajuan.
The SS16 campaign takes #mycalvins out of the bedroom, representing an evolution of the Calvin Klein brand’s acclaimed omnichannel initiative, which originated with individuals posting selfies on social media in Calvin Klein Underwear and Calvin Klein Jeans and tagging #mycalvins in the image caption. Beginning with the new call to action, “I _________ in #mycalvins,” this campaign moves from the passive, solo moment of the static selfie to live action, supporting the concept that the movement and moments of life are what creates its sensuality and sexiness. The campaign images are intimate and authentic, taking the long view past the famous faces in them to find the shared human truth at the heart of a generation that prides itself on its purpose and ambition.
“I _______ in #mycalvins” is included as text on the advertising visuals and features a different verb in the phrase with each visual. The call to action will encompass all brands under Calvin Klein and invite the global audience to show how they live their lives in their Calvins.
Photos: Calvin Klein