Calvin Klein’s spring campaign, directed and photographed by Mert Alas and Marcus Piggott, features a cast of global stars such as Jennie Kim of Blackpink, Kendall Jenner, and FKA Twigs.
Jordan talked about the Calvin Klein Underwear campaign and showed a giant billboard. “If we get our mix right as a really powerful brand, it works,” he said.
Bottomley said Calvin Klein has a diverse mix of consumers whom they want to engage across cultures and geographies. “There’s a broad audience to talk to. Calvin is about sensuality. But beyond that, it’s about provocation. It’s about confidence.…You put your Calvin’s on and you feel ready, you really are out there,” he said.
The campaign was shot in Los Angeles. Advertising will run in key cities around the world, incorporating billboards, digital, social, paid social and microinfluencers. Bottomley said they like to tie in with activities that the talent is engaging in, such as supporting Jordan’s appearances with “Creed 3,” or FKA Twig’s music launches.The campaign channels the true character of each talent. For example, Jennie embraces minimalism and is seen in her most stripped back state; Jenner reveals her more intimate side, and FKA Twigs epitomizes artistry, debuting a new unreleased track in the campaign alongside visuals that capture her distinctive movement.
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