Review of Calvin Klein Spring 2025 Ad Campaign by Photographer & Director Oliver Hadlee Pearch with models Minji, Hanni, Danielle, Haerin, and Hyein
NewJeans, classic style: Calvin Klein reunites with Minji, Hanni, Danielle, Haerin, and Hyein for its Spring 2025 campaign. The K-pop stars were lensed by photographer and director Oliver Hadlee Pearch.
The imagery picks up right where the brand’s similarly NewJeans-fronted Fall 2024 campaign left off, highlighting low-slung denim and layerable casual staples brought to life by the charming, effortless cool of the talented stars.
Aside from the fact that they don’t dance to their own music – with Biig Piig’s ethereal yet super danceable track “Watch Me” providing the soundtrack – the film feels like a snippet of a NewJeans music video, complete with original choreography and a unifying concept drawn from the aesthetic of 90s-era music videos and fashion. It’s a clever move for Calvin Klein to further break down the walls between fashion, music, and pop culture. Rather than a typical sponsor-ambassador relationship, the approach situates NewJeans and Calvin Klein as creative partners, emphasizing the latter as more than just a clothing brand, but a cultural force of its own.
The brand also makes the smart move of releasing an accompanying video that sees the stars answer playfully answer questions in a slick digital interview format. It’s a strong way to further leverage the presence of these personalities and extend the digital impact of the project.
Calvin Klein continues to set the pace for channeling smart celebrity partnerships into engaging, far-reaching digital content, steadily expanding its creative community without ever losing sight of its core brand vision.
Photographer & Director | Oliver Hadlee Pearch
Models | Minji, Hanni, Danielle, Haerin, and Hyein