The Kardashian-Jenner sisters star in new Calvin Klein ads
today Jan 22, 2018
Calvin Klein, Inc. has tapped the Kardashian-Jenner clan for the latest iteration of its Our Family. #MyCalvins global multi-media campaign.
For this instalment, sisters Kim Kardashian West, Khloé Kardashian, Kourtney Kardashian, Kendall Jenner and Kylie Jenner were shot by photographer Willy Vanderperre. Featured in the photos are styles from Calvin Klein Underwear, including pieces from the brand’s Modern Cotton and Body ranges.
Some of the sisters also sport core styles from Calvin Klein Jeans, along with pieces from the label’s Spring 2018 collection.
The overarching #MyCalvins concept centers on families – both born and made – and aims to explore unity between strong individuals while incorporating the symbolism of the traditional American quilt.
Previous episodes of the Our Family. #MyCalvins campaign have featured Solange, Kelela, Dev Hynes, Caroline Polachek and Adam Bainbridge of Kindness as a family of friends brought together by a passion for music; the A$AP Mob; and siblings Kaia and Presley Gerber.
The campaign is not Kendall Jenner’s first with the brand, as she previously starred in adverts for the Calvin Klein Jeans limited-edition Denim Series alongside model Simon Nessman in 2015.
Willy Vanderperre, who has shot all of the Our Family. #MyCalvins series to date, is also a long-time collaborator of Calvin Klein Chief Creative Officer Raf Simons, the Belgian designer that has been shaking things up at the brand since he was appointed to his current position in August 2016.
Simons, who is now responsible for the creative strategy for the entire company, has been reimagining the previously monochromatic brand with an injection of color and macabre Americana kitsch since his debut Calvin Klein runway in February 2017.
This aesthetic revolution is, however, only part of a wider rebrand orchestrated by Simons, which has included renaming the company’s ready-to-wear line (previously known simply as Calvin Klein Collection) as Calvin Klein 205W39NYC, and reworking the brand’s logo.
The company’s marketing strategy, of which the Kardashian-Jenner photos are only the latest interpretation, has also shifted accordingly. Long gone is the minimalism of the brand’s previous persona, to be replaced by bright and dynamic images foregrounding diverse casts of young up-and-comers. This change is also, in part, a reflection of a wider industry trend which focuses on portraying brands as authentic and inclusive, as exemplified by the recent American Apparel rebrand.
The Our Family. #MyCalvins campaign will continue to run through the Spring 2018 season.
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