Raf Simons, the Creative Director of the international fashion house, Calvin Klein has released their new Fall 2017 campaign and it’s pretty meta.
The campaign is shot on a deserted road in California by Willy Vanderperre, with only a billboard in its path. The models are seen posing in front of the billboard, which clearly portrays last season’s Calvin Klein: American Classics Campaign which includes works by artist Andy Warhol. To go along with the new campaign, the new ready-to-wear collection will be called Calvin Klein 205W39NYC, a nod to the address of CK HQ and a definite mouthful to say.
According to the Calvin Klein website, “The campaign is a study in art and artifice, of the real and the imagined, the mannered world of high fashion combined with a sense of the everyday. Ultimately, the campaign explores the cinematic and romantic outsider’s view of America, something of a dream world that has become concrete for Chief Creative Officer Raf Simons and Creative Director Pieter Mulier”.
So far Raf Simons’ remodelling of the iconic fashion house is proving to be popular. Along with renaming the Calvin Klein collection and launching a new denim label, Calvin Klein Jeans Established 1978, Simons has also cast fresh faces for their red carpet collection By Appointment, including Mille Bobby Brown and replaced Justin Beiber with Mahershala Ali for a revamped, sexier underwear ad.
Returning to classic Americana like the California highway and referencing Calvin Klein lore including stitching Brooke Shield’s iconic Calvin Klein Denim ad above the back pocket of jeans, has been a huge hit. We can’t wait to see what they do next.
To see more of Calvin Klein’s newest campaign, see the website here.