12 hours ago | By Cassandra Napoli
Big data meets consumer insights. Experience WGSN.
Jul 09, 2015
Calvin Klein has released its Autumn/Winter 15 underwear campaign featuring Kendall Jenner in her second posting for the brand and is joined by Joan Smalls, Isabeli Fontana and long time Calvin Klein model Edita Vilkeviciute.
Regular US Vogue and Interview magazine photographer Mikael Jansson in New York shot the images.
The campaign is centered on the idea of the ‘original sexy’; some might even say they’re trying to bring sexy back.
Chief Marketing Officer of Calvin Klein Melisa Goldie said, “Calvin Klein originated sexy and we’re going to reclaim, re-imagine and re-image it.”
Wonder how Justin feels about that. Timberlake that is not Beiber, thought the latter did also star in the brand’s campaign last season, one of its most successful ones to date gaining over 3.6 million new followers across the brand’s social media.
Although Jenner may not be quite as big as Beiber (yet) her sizeable 30.9 million Instagram followers are sure to help make the campaign a success considering that both of the images of Jenner posted to her account already have over 1 million likes each just 24 hours later.
The ads continue the brand’s #mycalvins hashtag used over the last few campaigns and it will be interesting to see how much Jenner’s social following will impact its use around the launch of the ads, created together with branding agency Laird + Partners.
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