Review of Calvin Klein Spring 2022 Ad Campaign by Photographer Glen Luchford and Videographer Melina Matsoukas with talent Arlo Parks, Burna Boy, Deb Never, Dominic Fike, JENNIE, Solange Knowles, and Vince Staples
Calvin Klein celebrates community and connection with a new campaign for Spring 2022, which features photography by Glen Luchford and videography by Melina Matsoukas.
The campaign sees Calvin Klein continue to push their approach of uniting eclectic, of-the-moment talents and putting a spotlight on their experiences and ideas as real people. The cast of this campaign features new and returning stars, and is composed of musician Arlo Parks, rapper Burna Boy, musician Deb Never, actor and musician Dominic Fike, K-pop star Jennie, singer Solange Knowles, and rapper Vince Staples.
Oozing sunkissed, Southern-California energy, Luchford’s photographs follow the cast across days and nights of community and connection – Dominic Fike hits the streets with a skateboarding crew; Jennie and Deb Never hang out on a rooftop overlooking the city.
While the portraits exude specificity and an expressively characteristic sense of each individual, the aspect of community is pervasively present as well.
Taking shape as a sort of video collage, the short film furthers the aesthetic of denim-and-white-tee-clad Americana and community building. Abstract narratives around each star intertwine – ranging from expressions from group choreography and synchronized swimming to homemade skate videos or road-trip footage – as we hear colliding voiceovers from the talents as they reflect on the meaning of human connection in their lives.
Following the usual Calvin Klein formula, we can expect that this film is a supercut of individual ad spots featuring each star that are set to be rolled out at a later date. While the eclectic imagery comes close to being overstimulating, the thoughtful care for aesthetic and emotional cohesion makes it feel impactful as a single work.
Rather than trying to shake things up too much between each campaign, Calvin Klein wisely takes their established, tried-and-true formula and subtly expands and develops on it with each successive installment – both aesthetically and emotionally. This campaign is another strong example of the approach, putting an emotional and inclusive emphasis on youth culture, self-expression, and community with effortlessly recognizable yet endlessly engrossing visuals.
Photography | Glen Luchford
Videography | Melina Matsoukas
Talent | Arlo Parks, Burna Boy, Deb Never, Dominic Fike, JENNIE, Solange Knowles, and Vince Staples