Calvin Klein Jeans goes Minimalist as they release their Spring 2017 Ad Campaign


In his first season as creative director, Raf Simons has been working to bring a fresh new prominence to Calvin Klein – one that connects to both the original Calvin Klein aesthetic and Simons’ deep connection to youth culture. The Belgium designer has been fully channeling Americana, which we saw in the Spring 2017 Calvin Klein campaign, highlighting American artist’s work.

Patti Smith In Amsterdam (1976); Photo by Gijsbert Hanekroot/Redferns

With the release of their Spring 2017 Jeans collection ad campaign, Calvin Klein reminds The Impression of a minimalist 1976 black and white photo of Patti Smith by Gijsbert Hanekroot. Smith’s is a strong touchstone for the house as her iconic contributions to music and her involvement in art, literature, and poetry, have made her a driving force of inspiration in American culture. Her blasé yet edgy, rock-n-roll style fits right in with Calvin Klein’s Jeans aesthetic.

The campaign, lensed by Willy Vanderperre, turns focus to the collections’ denim jackets. These contributions starkly represent the unique, punk, carefree factors that Patti Smith emulates, along with her edgy denim style. Calvin Klein Jeans campaign focuses on creative approaches that allow individual personalities to shine through which is reflected in the video interviews.

Keeping it strictly business – Simons sticks to the basics, with no room for distraction to take away from his creative interpretations which serves him and the messaging well. Playing off natural looks and fresh faces interwoven with the world of pop and art, safe to say Raf Simons is settling into his new role as Calvin Klein’s creative director.



Photographer | Willy Vanderperre
Models | Natalie Westling, Selena Forrest, Kiki Willems, Lulu, Tyler Blue Golden, Jonas Gloer, & Fernando
Stylist | Olivier Rizzo