Calvin Klein has released its first ad campaign under designer Raf Simons’s direction, revealing images that are rooted in the brand’s messages albeit with a twist. Yes, there is the usual denim and underwear, but the over the top use of sex to sell has been replaced with something more artful.
As photographed by Olivier Rizzo and styled by Calvin Klein’s creative director Pieter Mulier, the eight ad images for spring 2017 include shots of archival denim, a cotton tank top and the brand’s famous white briefs as worn by models in front of works of art by Andy Warhol, Dan Flavin, Richard Prince and Sterling Ruby at the Andy Warhol Museum in Pittsburgh and the Rubell Family Collection in Miami.
The campaign reflects Simons’ wish to do things differently, but also shows his genuine love and admiration of art. “It’s a celebration of Calvin Klein’s iconic underwear and jeans, acknowledging their status as Pop and showing them in the world of art,” he said.
The designer will show his first collection with the brand during New York Fashion Week on February 10th.