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Calvin Klein Jeans Does an Exclusive Black Label Capsule Collection & Ads with Lucky Blue

By Kenneth Richard | The Impressionist

Calvin Klein Jeans and Global Creative Director, Kevin Carrigan, upped the ante with the launch of a tone-on-tone exclusive capsule collection.

To mark the occasion, Calvin Klein’s in-house agency shot male model of the moment (with many more to come) Lucky Blue Smith. For the female side of the equation, the house decided to keep it in the family, casting Lucky’s sister, Pyper America Smith. The campaign, shot in Brooklyn, was lensed by Rory Payne and features all the hallmark visual characteristics we’ve come to expect from the house.

The idea of casting the siblings was a smart one, The Impression just wishes there was a behind the scenes video to accompany the piece. Not of the siblings, mind you, but of their parents. Two minutes to respond to two words – “name choices.” Because those two are true branders.calvin-klein-jeans-black-series-limited-edition-the-impression-2 calvin-klein-jeans-black-series-limited-edition-the-impression-3 calvin-klein-jeans-black-series-limited-edition-the-impression-1

Agency | In-House
Photographer | Rory Payne
Models | Lucky Blue Smith & Pyper America Smith
Location | Brooklyn, New York