Talk about a #mycalvins coup – we’re loving the line up of non-model faces in the new CK S/S ’16 campaign
Never one to shy away from provocative campaign imagery or use of big name celebs, Calvin Klein has pulled yet another hat trick for its latest S/S '16 campaign. Among now-familiar campaign faces like Justin Bieber and Kendall Jenner, there's Aussie model/Mad Max: Fury Road actress Abbey Lee Kershaw, hip hop superstars Kendrick Lamar, Fetty Wap and Joey Bada$$, multi-talented British musician FKA twigs, Danish actress Klara Kristin, models Adwoa Aboath, Saskia de Brauw, Sung Jin Park, plus indie muso Destiny Frasqueri. And that's not even including the up-and-coming talents of Daniel Hivner, Jan Gatewood, Aiden Dare, Rene Ferry, Sophia Tatum, Laura Sorensen and Petra Lajuan. Phew.
In typical Calvin Klein fashion, the shots are a mixture of sexy in-bed poses with more artistic portraiture of the talent - and each shot is tagged with a 'I --------------------- in #mycalvins" which cleverly ties the campaign together. Shot by Tyrone Lebon with an accompanying 30-second video, the global campaign is designed to reflect the current pop culture climate, where millennials like Korean model/musician Sung Jin Park and British model/activist Adwoa Aboah comfortably dabble in all manner of creative endeavours.
"This campaign is representative of how culture is evolving as we speak," says Melisa Goldie, CMO of Calvin Klein, Inc. "We're bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation." When you consider the image of a peroxide-blonde Biebs flexing his bicep next to a Greek statue, we reckon they nailed the brief.
Visit calvinklein.com to see more of the campaign.