The Fall 2013 Calvin Klein Underwear advertising campaign was shot by renowned fashion photographer Mario Sorrenti on location in Vieques, Puerto Rico.
This was Turlington Burns’ first advertising campaign shot with Sorrenti. Inspired by the brand’s signature intimate and provocative advertising, the campaign highlights an assortment of the most iconic, must-have Calvin Klein Underwear essentials, and represents the modern, sensual and sophisticated aesthetic for which the brand is known.
The Fall 2013 media campaign will be comprised of a strategic mix of print, digital and outdoor advertising timed to coincide with September 2013 magazine issues. Creative direction for the campaign was led by the Calvin Klein’s in-house global marketing and advertising agency.
The provocative campaign, will be featured in prominent magazine titles – such as the international editions of Vogue, ELLE, Vanity Fair and Harper’s Bazaar – appearing in 20 countries, including the United States, Canada, Mexico, United Kingdom, France, Italy, Germany, Spain, Holland, China, Korea, Hong Kong, Singapore, Taiwan, Thailand, Malaysia, Philippines, Macau, Vietnam and Australia. Additionally, there will be outdoor advertising and billboards in select key markets in the U.S., Canada, Mexico and France.
The first billboards to be installed will be in the United States on August 19th at Houston & Lafayette Streets in New York City and Sunset Boulevard in Los Angeles, California.
Turlington Burns has a long-standing relationship with the house, beginning with her first runway show for Calvin Klein for the Fall 1987 season. In 1988, Irving Penn photographed Turlington Burns for her first Calvin Klein Collection advertising campaign. That same year, she became the face of Calvin Klein’s timeless scent, ETERNITY, for the fragrance’s launch campaign captured by Bruce Weber.
Turlington Burns continued to work with legendary photographers, like Steven Meisel, Mario Testino, Peter Lindbergh and Jurgen Teller, for several more advertising campaigns for the Calvin Klein Collection, Calvin Klein Underwear, Calvin Klein Jeans, and Calvin Klein Swimwear brands, Contradiction fragrance, as well as three additional ETERNITY fragrance campaigns.
While leading an illustrious career in modeling, Turlington Burns has gone on to direct and produce No Woman, No Cry – a documentary film about the global state of maternal health. Following the release of her film in 2010, she founded Every Mother Counts (EMC), a campaign to improve the health and well-being of girls and women worldwide. The organization’s mission is to end preventable deaths caused by pregnancy and childbirth around the world.
This season, Calvin Klein Underwear rounds up the brand’s most iconic, fundamental bras and organizes them in a new classification system to streamline the process of finding the perfect silhouette and fit. The assortment brings together all of the essential shapes a woman needs, from sensual push ups and flirty balconettes to minimal triangle bras. Key pieces include a bare underwire, a provocative plunge, a lightweight, air gel push up and a modern t shirt bra.
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