Shot by photographer and filmmaker Tyrone Lebon, this is the first time all Calvin Klein brands (CK Collection, CK, CK Jeans and CK underwear) are all represented in the same campaign.
Rappers Kendrick Lamar, Joey Bada$$, and Fetty Wap, singer FKA Twigs, and various street casts also feature in the campaign. The short, hashtag-laden copy is meant to evoke the way millennials communicate, the blank space representing each person’s individuality.
“This campaign is representative of how culture is evolving as we speak. We’re bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation,” said Melisa Goldie, Calvin Klein chief marketing officer. “People don’t want traditional one-sided advertising anymore. Instead, they want to participate in campaigns that capture their imagination. With this campaign, we feel we have created something that truly illustrates the future of the brand, and captures the current youth culture zeitgeist.”