Calvin Klein’s fall campaign lineup has added Alexa Demie and Kid Cudi, who joins ambassadors Jennie, Jung Kook and Kendall Jenner.
“This fall campaign is a celebration of Calvin Klein’s most iconic products, featuring brand ambassadors who are shaping the culture of today,” said Jonathan Bottomley, global chief marketing officer. “It’s the next iteration of our strategy to reshape the image of the brand, reclaiming our core equities of confidence and sensuality, while igniting Calvin’s unique ability to create culture.”
He noted that Calvin Klein is on a “journey of transformation,” leading with brand, and the company aims to cut through with a new generation of consumers around the world. “To that end, we are incredibly strategic around our choice of ambassadors, with each selected due to their authentic relationships with the brand and their ability to engage audiences in key markets,” Bottomley told WWD.
Asked how the prior campaign performed with Jennie, Jung Kook and Jenner, Bottomley said, “Our spring ’23 campaign generated some of the highest consumer engagement in the history of the brand — creating 1.7 billion impressions across PR and social media alone, adding 1.6 million new followers to social platforms within six months and driving significant increases to traffic to our owned and operated e-commerce sites.
For fall, the collection emphasizes minimal, modern and sensual design codes across underwear, jeans and apparel, along with elevated essentials. Classic silhouettes are updated with new fabrics and refreshed fits, and are complemented by the latest Calvin Klein jewelry and eyewear. The fall campaign launches Monday and will appear on calvinklein.com. Campaign videos and extended content will be on the Calvin Klein social channels through the week, and the campaign will appear on high-visibility digital and out-of-home placements around the globe.
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