8 minutes ago | By Lizzy Bowring
Jul 06, 2016
If you were wondering what Grace Coddington had planned after she stepped down from her role as Creative Director of American Vogue last year, it turns out that the answer was modelling.
The former Vogue editor who still contributes to the magazine has been busy since the announcement, setting up her perfume line, but now she’s back in the spotlight returning to her original modelling roots.
The editor, who started her fashion journey as a model working with the likes of Helmut Newton, is now one of the latest stars in the #mycalvins campaign for Calvin Klein that dropped on the brand’s Youtube and Instagram account this week.
There’s no denying the campaign magic of Calvin Klein the brand, its campaign images have always been racey and courted headlines for their outrageous nature. But following their iconic black and white campaign shots with Kate Moss in the 90s and Justin Bieber recently, the brand has opted for less risky imagery, but still courted and cast the pop-culture stars of today, so Zoë Kravitz is featured, as well as musician Frank Ocean, along with Grace Coddington.
Zoë is becoming a regular fashion fixture too, with her appearance in Alexander Wang’s final Balenciaga campaign earlier this year, under her belt.
The Calvin Klein campaign images also show fashion’s favourite Kate Moss reprise her Calvin Klein role, ditching the 90s branded athleisure style underwear for a more sophisticated lingerie boudoir style.
This season’s images signify a departure from the brand’s usual monochrome lingerie campaigns, opting for brightly hued imagery as established by the campaign’s photographer Tyrone Lebon.
Those featured include Frank Ocean, Kate Moss, Margot Robbie, Young Thug, Bella Hadid, Grace Coddington, Cameron Dallas, James Rodriguez, Zoe Kravitz, Lola Kirke, Henry Rollins, G.E.M., Mo’ne Davis, Sonoya Mizuno, Yung Beef, Antoine-Olivier Pilon, Aomi Muyock, Cuba Tornado Scott, Selah Marley, Kacy Hill, Keith Ape, Presley Walker Gerber, Anna Ewers, Mark Maceachen and Roos Abels, Tommy Genesis, Yung Lean and more.
The campaign images are accompanied by a short film starring the pop culture figures responding to the question of what they get up to in their Calvins.
CAMPAIGNS, EXPLAINED: The looks, the themes, how they’re created and why. Our team of market intelligence experts analyse every detail, every season. Sound good? Join WGSN
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.