The global image campaign – which features new American model and social media star, Kendall Jenner, alongside male model Simon Nessman – was shot by fashion photographer Alasdair McLellan and styled by Melanie Ward in New York City. This special campaign, produced under the creative direction of Calvin Klein, Inc.’s in-house ad agency and creative studio, includes a mix of print, outdoor and digital advertising components to support this new offering. To celebrate the new line, Calvin Klein Jeans and Opening Ceremony will come together to host an invitation-only, global launch event in April in Los Angeles, California.
“Modeling for Calvin Klein Jeans is really a dream come true,” said Ms. Jenner. “I’ve grown up wearing the brand and seeing the iconic advertising in magazines and on billboards featuring some of the world’s top supermodels. To now be a part of that legacy is truly an honor.”
“Kendall is a modern beauty who brings her youthful spirit and edge to this special Calvin Klein Jeans campaign,” said Melisa Goldie, Chief Marketing Officer of Calvin Klein, Inc. “Kendall’s powerful fan base and global reach will further amplify the current cultural conversation surrounding the Calvin Klein Jeans brand and highlight this exciting limited edition.”
This new series, designed by Calvin Klein Jeans’ Global Creative Director, Kevin Carrigan, was influenced and inspired by the success of the #mycalvins social media campaign – which Ms. Jenner has participated in alongside an impressive list of models, musicians, athletes, celebrities and influencers from around the world. The campaign encourages fans of the brand to post selfies of themselves wearing Calvin Klein using #mycalvins. To date, the successful campaign has engaged hundreds of global digital influencers from more than 25 countries, reaching approximately 400 million fans and generating over 13 million interactions worldwide.
The new assortment, which is anchored with a modern, cropped take on the “Calvin” logo, is grounded by iconic Calvin Klein jeans, logo tees and sweatshirts, marrying personal style with sporty details. The full men’s and women’s offering consists of tees, jeans, denim shorts and jackets, jogger sweatpants, unisex backpacks and hats, in baby blue, washed black and white rinses retailing from US$58 to US$348. In North America, following the exclusive debut of the line at Opening Ceremony, the offering will expand distribution and become available at calvinklein.com upon May 15th.
“This series is an expression of the athletic trend that's happening right now,” said Mr. Carrigan. “I designed an assortment of unisex tees and tops to be mixed with denim in elevated street styles. These are the ideal wardrobe essentials for an active, youthful lifestyle like Kendall’s – and Opening Ceremony is the perfect collaborative partner to present the line in North America.”