After announcing the debut collection creatively led by Raf Simons for Calvin Klein in one of our previous posts and the update to the iconic brand logo by art director and graphic designer Peter Saville, we can now unveil the first campaign under Raf Simons creative direction. Entitled ‘American Classics’ homing to the brand’s signature heritage the shoot photographed by Willy Vanderperre gives us a deeper glimpse into direction that Raf Simons wants to steer the brand in.
Raf Simons is already showing great creative input with the brand since he was appointed in August 2016 as Chief Creative Officer at Calvin Klein. This comes after his three and a half years spent at Dior as Creative Director. With a calibre of brand collaborations with the likes of sportswear giants Adidas, Fred Perry and Asics alongside his previous Creative Director role at Jil Sander behind him proves why he is the perfect choice for Calvin Klein and why he is the designer to take the iconic brand to the next level.
The brand’s signature basics are worn by natural looking models in an art gallery with works from contemporary American artists such as Andy Warhol, Richard Prince, Sterling Ruby and Dan Flavin providing the backdrop. This creates an interesting juxtaposition between the bare basics and the graphic, colourful artwork from these iconic American artists.
This shoot was created to re-affirm Calvin Kleins iconic status and how their classic garments have a pop-like status within American fashion history, much like the famous and recognisable artworks featured in the campaign.
Calvin Klein the Campaigns
The brand is known for its somewhat provocative campaigns that feature influential models, singers and sport stars over the years. With the recent introduction of the ‘#mycalvins’ advertising campaign which was hugely successful on social media, bringing the iconic brand contemporary status by using a hashtag as the focus of the entire campaign and the carefully curated selection of influential stars that feature in it.
With the new minimal approach adopted by Simons, it brings the brand away from the celebrity endorsement and into a more creatively directed route with a high-end contemporary feel, reflecting the brands past alongside its prosperous future.
Calvin Klein the Brand
Calvin Klein, the iconic American brand recognised mainly for its iconic briefs that were first released in the early 1980’s and have strongly dominated the market ever since. Alongside the most recognisable aspect of the brand, the menswear and womenswear are also incredibly popular, delivering highly anticipated shows every catwalk season, showing that this multi-product brand power house is only set to continue in its success with the hiring of Raf Simons and his contemporary refresh of the brand.
The first collection creatively led by Raf Simons will be shown at New York Fashion Week on February 10th and it will also be live-streamed online. This show is tipped to the one of the most anticipated ones of the entire season.