“With this campaign, we wanted to represent today’s America and bring to life a strong visual narrative that echoes the new direction of CALVIN KLEIN JEANS – one with authenticity and youth at its core,” commented CCO, Raf Simons. The collective purpose of America displays individualism while simultaneously exploring the concept of collective purpose, every piece from the new Autumn/Winter ’18 collection can be worn alone or together to redefine how dressing a new denim uniform and a new way of dressing.
Showing off a distinctively American point of view, classic denim archetypes such as the trucker jacket and the Western shirt, are now portrayed through youthful lens. A new visual vocabulary is established through patchwork pieces with graphic detailing, modern-art inspired colourblocking, and the reimagined CALVIN KLEIN JEANS logo.
Lensed by Willy Vanderperre, with model siblings Kaia and Presley Gerber, as well as brand ambassadors and emerging talents on a large open-framed billboard inspired by the American flag, the campaign unveils Simons’s democratic approach to jeans, while honoring CALVIN KLEIN JEANS’ tradition of championing the collective spirit of youth.
