'The Language of Calvin Klein’ Fall 2021 Ad Campaign
Review of Calvin Klein ‘The Language of Calvin Klein’ Fall 2021 Ad Campaign by Creative Director Cédric Murac with Photographers Renell Medrano and Hong Jang Hyun(JENNIE images only) with Talent Damson Idris, Deb Never, Dominic Fike, Jennie, Francesca Scorsese, Kaia Gerber, & Moses Sumney
Calvin Klein seeks to merge body language and linguistic expression in the latest installment of their #mycalvins series for Fall 2021. “The Language of Calvin Klein” features photography and direction by Renell Medrano.
In typical CK fashion, the campaign features an international cast of diverse creatives: actor Damson Idris, singer-songwriter Deb Never, actor Francesca Scorsese, singer-songwriter Dominic Fike, singer and dancer Jennie of Blackpink, model Kaia Gerber, and singer-songwriter Moses Sumney. Across Medrano’s photographs, these personalities lounge in a range of minimalist Calvin Klein essentials, inhabiting familiar environments and feeling comfortable in their own bodies as they daydream.
The accompanying short film takes the shape of a video collage with stitched-together voiceovers inspired by found poetry, but it doesn’t quite connect. While the cinematography is thoughtful and intimate, and some of the reflections from the cast seem to hint at interesting ideas, it’s all far too vague to actually form the emotional substance it and its ambient soundtrack want us to feel. Putting the definition of a found poem at the beginning of the film seems like a sneaky way to circumvent putting in the effort for narrative cohesion and consistency, but it doesn’t mean that what follows is automatically a found poem. And, in the faltering attempt to unite the threads, their individual narratives are lost.
It’s a welcome development that Calvin Klein is moving past the simple sex appeal of hot celebrities in underwear and using the #mycalvins platform to explore genuine individuality and emotional narrative.
While the composition and mood of the imagery is strong, the storytelling and emotional connection of this campaign aren’t quite there yet.
Calvin Klein Global Head of Creative | Cédric Murac Photographer | Renell Medrano, Hong Jang Hyun(JENNIE images only) Models | Damson Idris, Deb Never, Dominic Fike, Jennie, Francesca Scorsese, Kaia Gerber and Moses Sumney
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