CK One

Fall 2020 Ad Campaign

Review of CK One Fall 2020 Ad Campaign by Ryan McGinley with Mads Mullins, Mindu & Haxil Haxhiu

Calvin Klein, with the help of photographer Ryan McGinley, depicts a raw and youthful energy in the latest CK One 2020 ad campaign.

Model Mads Mullins, who broke out last year in Saint Laurent shows, lends her edge to the campaign reminding us of the pixie punk look that was a huge part of the early years of CK One with model Kate Moss at the core, art directed by Fabien Baron.

Here McGinley lenses the newbie in both color and black and white often shooting her and fellow castmate Mindu from below, giving both a powerful edge.

The campaign seeks to remind us of the history of the CK One brand which in many cases foreshadowed the direction of the entire Calvin Klein brand as since the loss of Raf Simons as the Creative Director has turned mainly into a denim and underwear house with little else to hang the brands hat on. The Impression can see the day when CK One may not exist or will live just in a specific distribution channel like a Kohl’s. Dissapointing as the visuals for the brand are quite cool really.

McGinley has a great hand and we would love to see that expanded with a larger cast, a bigger budget and nice media muscle. Centralizing Mads Mullins as the core model for a longer contract, not unlike Calvin Klein did with Kate Moss, might also be exciting.

But until then we will always have this campaign to remind us of the potential of the brand and stunning heritage it can play off of.

Calvin Klein Creative Director | Cedric Murac
Photographer | Ryan McGinley
Model | Mads Mullins, Mindu & Hakil Haxhiu

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