Calvin Klein is channeling the Nineties, yet again, in its latest minimalist ad campaign starring Kendall Jenner. The reality star-turned-model is the face of the brand’s limited edition collection inspired by athletic and urban streetwear, called Calvin Klein Jeans #mycalvins Denim Series.
Anchored with a modern cropped take on the iconic “Calvin” logo, the men’s and women’s collections designed by Calvin Klein Jeans global creative director Kevin Carrigan consists of T-shirts, jeans, denim shorts and jackets, jogger sweatpants, unisex backpacks and hats in baby blue, washed black and white rinses.
The line, which retails for $58-$348, will be sold exclusively at Opening Ceremony’s New York and Los Angeles stores and e-commerce starting April 15. Calvin Klein will expand distribution on its own e-commerce site on May 15.
“This series is an expression of the athletic trend that’s happening right now,” Carrigan said. “I designed an assortment of unisex tees and tops to be mixed with denim in elevated street styles. These are the ideal wardrobe essentials for an active, youthful lifestyle like Kendall’s — and Opening Ceremony is the perfect collaborative partner to present the line in North America.”
Opening Ceremony founder Humberto Leon added, “We grew up seeing Calvin Klein ads and wearing the jeans so it’s very exciting to be working closely with the brand on the launch of the new #mycalvins Denim Series. At Opening Ceremony, we want to bring the customers into our own story and introduce them to what matters to us, and this partnership represents that idea because Calvin Klein was always an important part of our youth.”
The #mycalvins Denim Series global image campaign — which features Jenner alongside male model Simon Nessman — was shot by fashion photographer Alasdair McLellan under the creative direction of Calvin Klein, Inc.’s in-house ad agency and creative studio. The campaign includes a mix of print, outdoor and digital advertising components.
Jenner, who was recently was named the face of Estée Lauder and is currently featured in the April issue of Vogue, has been checking off modeling milestones by the minute since walking Marc Jacob’s Fall’14 runway show last year. Jenner said, “I’ve grown up wearing the brand and seeing the iconic advertising in magazines and on billboards featuring some of the world’s top supermodels. To now be a part of that legacy is truly an honor.”