Posted by | Ray Cornelius
Congrats to NAACP Image Award nominee and one of our favorite fashionista’s SOLANGE. She is the new face of the iconic Calvin Klein brand and their 2017-18 Holiday campaign—“Our Family. #MYCALVINS.” The company rolled it out this afternoon along with these striking photos of Solo and her motley crew.
The “Cranes in the Sky” singer totally personifies #BlackGirlMagic is these beautifully shot images of her along with a curated cast of singer/songwriters all rocking classic Calvin Klein denim and underwear. Her muses include—Kelela, Dev Hynes, Caroline Polachek, and Adam Bainbridge of Kindness.
The group is shot together as a “chosen” musical family, illustrating the overarching message of the campaign. The evolved #MYCALVINS concept has family at its center, a display of unity between strong individuals, further emphasized by the symbolism of the traditional American quilt. This campaign captures these bonds and brings to life different ways we can inspire families – both born and made – to connect with one another, and celebrate the things that unite us.
This launch marks the first moment of the new “Our Family. #MYCALVINS” campaign rollout, with a series of campaign launches that will run from Holiday 2017 through the Spring 2018 season. 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.
For the first time, the brand is embracing a digital first, socially powered mindset in communicating the evolution of the globally successful #MYCALVINS initiative originally launched in 2014. The #MYCALVINS campaign leverages influencers’ and existing consumer behavior to express themselves, and maximizes the cultural ‘selfie’ and viral image-sharing phenomenon. With dedicated digital support in 12 countries and key high impact outdoor in several key markets throughout the holiday season, the “Our Family. #MYCALVINS” initiative will be communicated to a global audience.
Calvin Klein is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive aesthetic. It seeks to thrill and inspire audiences around the world while using provocative imagery and striking designs to ignite the senses.
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Photo Credits: © 2017 Willy Vanderperre