Newly anointed New York Fashion Week opener Raf Simons more than earned his slot. The Calvin Klein creative lead consistently churns out collections and ad campaigns that seamlessly capture the spirit of the times. Recall his seemingly prescient Spring 2017 men’s underwear campaign, which starred the cast of Moonlight. Released just hours after the cringe-worthy Oscars mix-up that clouded Moonlight’s moment of triumph, the instantly iconic campaign redirected attention to the actors’ work (and, in the case of Mahershala Ali, abs).
Now, Raf is back at it again with the pitch-perfect campaigns. Calvin Klein’s Spring 2017 women’s underwear campaign, released today, celebrates age diversity (which, we’re happy to report, was a major trend on the Fall 2017 runways) in a way that feels meaningful — uncontrived.
Shot by Sofia Coppola, the campaign stars Lauren Hutton, Kirsten Dunst, Rashida Jones, Nathalie Love, actress Laura Harrier, Maya Hawke (daughter of Ethan and Uma) and Chase Sui Wonder (niece of acclaimed designer Anna). In grainy, black-and-white, minute-long videos, the women, who range in age from 18 to 73, recall smile-inducing moments from their past: their first kisses, cheesy pick-up lines they let slide, their first crushes. In an Instagram post announcing the campaign, the brand calls the shorts “vignettes of what it is to be a modern woman.”
Along with the mini-interviews, the campaign features a full-length promo (above) and some requisite stills (Kirsten Dunst strikes a very Virgin Suicides reminiscent pose). It also introduces the brand’s new slogan — “Calvin Klein, or nothing at all” — which, like its revised logo, pays homage to slogans past. (Oh, and the underwear’s pretty good too.)
Head over to Calvin Klein’s YouTube page to watch the full series.
[ via Fashionista ]
