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Calvin Klein launches global multi-media ad campaign
07
Jan '18
Courtesy: Business wire
Courtesy: Business wire
Calvin Klein, a subsidiary of PVH Corp, has launched its new CALVIN KLEIN JEANS global multi-media advertising campaign. The campaign represents the latest iteration of the evolution in the CALVIN KLEIN brand’s globally recognised #MYCALVINS call to action: Our Family. #MYCALVINS. The new campaign features model siblings Kaia Gerber and Presley Gerber.

Shot by photographer Willy Vanderperre, the latest chapter of this new campaign features cast wearing core styles of CALVIN KLEIN JEANS that are available in stores and online now.

The evolved #MYCALVINS concept has family at its centre, a display of unity between strong individuals, further emphasised by the symbolism of the traditional American quilt. This campaign captures these bonds and brings to life different ways to inspire families - both born and made - to connect with one another, and celebrate the things that unite.

This launch marks the latest moment of the new Our Family. #MYCALVINS campaign rollout, with a series of campaign launches that kicked off in November 2017 with Solange, Kelela, Dev Hynes, Caroline Polachek and Adam Bainbridge of Kindness, as well as A$AP Rocky, A$AP Ferg, A$AP Nast, A$AP Twelvyy, A$AP Ant, A$AP Lou, and A$AP J. Scott of A$AP Mob. The campaign will run through the Spring 2018 season, and the talent featured will represent the bridging of several generations stylistically, musically and culturally. They will bring their stories to life as “Our Family” with family and community at the epicenter of the conversation.

The Our Family. #MYCALVINS campaign embraces a digital first, socially powered mindset in communicating the evolution of the globally successful #MYCALVINS campaign originally launched in 2014. The #MYCALVINS campaign leverages influencers’ and existing consumer behaviour to express themselves, and maximises the cultural ‘selfie’ and viral image-sharing phenomenon. With dedicated digital support in 12 countries and high impact outdoor in several key markets, the Our Family. #MYCALVINS initiative will be communicated to a global audience. (SV)

Fibre2Fashion News Desk – India


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