Calvin Klein Spring 2024 Ad Campaign

Review of Calvin Klein Spring 2024 Ad Campaign by Photographer Mert Alas with model Jennie

Calvin Klein shares a fitting finale for its multipart Spring 2024 campaign, saving its biggest star for last: Jennie of Blackpink. The K-pop icon was lensed by photographer Mert Alas.

The campaign picks up on its previous chapters’ (which starred Jeremy Allen White, Idris Elba, Kendall Jenner, and Jung Kook) narrative of a bold creative personality putting their mark on New York to a well-chosen musical accompaniment. But while the other installments all saw their stars out and about, this final chapter instead sees Jennie indulge in a lazy day in.

The star wakes up in her matching CK underwear, ready for a day busy doing nothing. She slips on some cowboy boots and eventually some jeans, dancing around her apartment and spinning favorites from her collection of vintage records. The Ramones’ infamous cover of “Baby, I Love You” by the Ronettes provides a touch of nostalgic romanticism that’s just the right amount of cheesy for this story of stay-at-home fun. In the final shot, the camera pans away from Jennie dancing in the window to reveal the Manhattan skyline, forming another smart connection through the rest of the entries in the campaign series.

Calvin Klein’s series of Spring 2024 campaign strike an impressive balance in that, while they all completely play into the brand’s recognizable aesthetic, they each feel like they were built around their individual star. A strong sense of personal expression shines through, and each chapter deepens this practice by taking it in a distinct new direction.

This final chapter is a strong way to end, saving one of the world’s most buzzed-about stars – who is also already a CK ambassador – for a narrative that recognizably connects with the previous installments while capping them off with a more low-key spirit of fun and effortless cool. The images of each star look great on Instagram and will drive tons of engagement, but they are also wisely primed for out-of-home activations, and Jennie, Jeremy Allen White, and the rest of the crew will be turning heads as they slay on billboards across New York. It’s an omnichannel approach that makes great use of digital engagement, celebrities, brand identity, and classic advertising approaches to become an unmissable statement of everything Calvin Klein.