Calvin Klein and Laird + Partners bring back the Original Sexy

BY KENNETH RICHARD

Calvin Klein Underwear unveiled more than a handful of sexy images today, and the house, in partnership with creative director Trey Laird, launched a new slogan – “the original sexy.” A bold claim, indeed, and one that took us to the archive to see if that claim passed the litmus test.

After careful evaluation, our panel of esteemed judges have ruled ‘Genius!’ A slogan that indeed fits with the house, the times, and the creative.

Calvin Klein originated sexy and we’re going to reclaim, re-imagine and re-image it.

Melisa Goldie – Chief Marketing Officer of Calvin Klein, Inc.

The first step on Calvin’s journey to reclaim sexy is a new campaign lensed by Mikael Jansson and featuring recent CK capsule collection collaborator, Kendall Jenner, showing off her assets. Another smart creative direction and socially wise move. Jenner is joined by Joan Smalls, Isabeli Fontana and house regular Edita Vilkeviciute.

The Impression, for one, is happy to welcome back the original.

 

Agency | Laird + Partners
Creative Director | Trey Laird
Photographer | Mikael Jansson
Models | Kendall Jenner, Joan Smalls, Isabeli Fontana & Edita Vilkeviciute


 

9.7IMPRESSION REVIEW SCORE
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