Raf Simons Trades Celebrities for Art in New Spring 2017 Campaign


In August 2016, Raf Simons took over Calvin Klein as Chief Creative Officer, thus beginning a new era for the American brand. Calvin Klein unveiled its first collection by the Belgian designer at New York Fashion Week, which was a much-anticipated show on the schedule, and also launched its first advertising campaign with Simons at the helm.

The campaign was prefaced by a new, yet very familiar logo described as “a return to the spirit of the original,” according to the brand. While the new logo harkens to the past of Calvin Klein, the new advertising campaign walks to a new beat. The minimal advertising trades celebrities such as Justin Beiber and Kendall Jenner that have modeled for the brand in favor of models donning the brand’s famous jeans and underwear.

“Classic Americana” is the main focus of the ads, in addition to the clothing itself. Works from American artists such as Andy Warhol and regular Raf Simons collaborator Sterling Ruby serve as backdrops for the campaign, channeling the theme of classic American fashion. In addition, the use of the colors white and blue throughout the campaign is subliminal, enticing the viewer to think of white Calvin Klein briefs and blue CK Jeans while consuming the ads.

Coupled with a new logo and new artistic direction, there is definitely no turning back now for Calvin Klein.

Agency | In-House
Photographer | Willy Vanderperre

Models | Lulu, Tyler Blue Golden, Kiki Williems, Jonas Glöer, Jacobi Hatch, Luc Defont, Ernesto Cervantes
Stylist | Olivier Rizzo

Hair | Duffy
Makeup | Lynsey Alexander
Locations | The Warhol Museum, Pittsburgh; Rubell Family Collection, Miami