Calvin klein debuts star-studded fall campaign

by Stephen Garner


Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp., has launched its fall 2016 global multimedia advertising campaign. As first done for the spring 2016 season, each of the Calvin Klein brands are presented together in a visual narrative featuring a provocative blend of talent and deeper storytelling through a collection of video and interactive digital content.

Captured on film by photographer and filmmaker Tyrone Lebon, who shot the Calvin Klein’s spring 2016 global multimedia advertising campaign, the fall 2016 campaign spotlights an evolved cast of talent that encompasses actors, musicians, cultural icons, athletes, fashion idols, social media heavyweights, artists, and professional and street cast models – often paired together to create a dynamic and artful mix of visuals.

This season’s cast features artist, songwriter and producer Frank Ocean; fashion icon and supermodel Kate Moss; actress Margot Robbie; critically-acclaimed rapper Young Thug; model Bella Hadid; fashion industry veteran Grace Coddington; social media superstar Cameron Dallas; Real Madrid footballer James Rodriguez; actress, musician and model Zoe Kravitz; as well as a diverse street cast of models.

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Photos by Tyrone Lebon

As an added layer to the advertising campaign, an immersive campaign hub has launched on ck.com, beginning with a 24-hour integrated video takeover on its U.S. site, www.ck.com/mycalvins. The takeover is comprised of a collection of over 50 videos featuring campaign cast interviews, behind-the-scenes content and unique talent performances. For the duration of the fall season, ck.com’s digital “zine” will provide an audiovisual stream of stories, updated regularly, which the user can explore to more fully engage in the campaign and learn more about its cast of characters. Additionally, the site will offer select talents’ Spotify playlists, rolled out through the season, as well as a custom Spotify playlist generator.

“Through our fall 2016 global campaign, we push the boundaries of traditional advertising with our content and our cast,” said Melisa Goldie, chief marketing officer at Calvin Klein, Inc. “We are inviting the consumer into our world to experience personal storytelling that no other brand can offer them. Our approach is digital-first, video-led and socially powered, providing our audience with an authentic and intimate experience that they can consume and share.”