Singer, director and dancer; FKA Twigs fronts Calvin Klein’s SS16 campaign #mycalvins, directing and starring in a quirky video to her new track, “Good to love”. The star-studded campaign shows an array of celebrities embracing what they love to do in their Calvin’s.
The video features a Calvin Klein wearing Twigs and dancer Kaner Flex enjoying a half-naked dancing tryst in a futuristic fashion. Dressing and undressing from Calvin Klein’s new Jeans Spring 2016 collection, the duo show of their gymnastic skills whilst embodying the idea of what goes on in “their Calvin’s”.
“I guess it’s kind of tongue in cheek, fun, sexy but still with the emotional ignition and openness that I always aim to achieve when I direct…I wanted to make something that could feel artistically futuristic, tense, crucial, loaded, emotionally complicated but ultimately still include the seductive, free and young feel of Calvin Klein.” – FKA Twigs
Accompanying the video, FKA Twigs features in a series of images lensed by photographer David Sims. Also starring in the campaign are stars, Justin Bieber, Kendall Jenner, Kendrick Lamar and Fetty Wap. Each image of the stars is attached with a now infamous tagline of what they “do” in #mycalvins.
Cleverly executed by Calvin Klein, the campaign embraces social media through the use of hashtags and strategically places celebrities at the height of their fame fronting the campaign.
“We are honoured to have FKA Twigs as part of the Calvin Klein family. She is a true creative force with a global audience. This collaboration perfectly complements the brand’s long-standing heritage of partnering with modern, multi-talented artists to create fresh and provocative content.” – Melisa Goldie; chief marketing officer at Calvin Klein