Conceived by consulting creative director Fabien Baron of Baron + Baron, the launch campaign marks the company’s largest digital initiative to date.
Based primarily on a series of interactive videos, the initiative begins with a new website at ckone.com where users will be able to not only engage with content from the brand, but also upload their own.
A facility to submit and tag videos will be integrated, with posts positioned alongside content from the campaign’s cast members in a bid to make consumers feel as involved as possible with the brand.
“This is an important global multi-product launch and represents the company’s largest digitally-focused campaign to date,” said Tom Murry, president and CEO of Calvin Klein, Inc. “The emphasis on social media and the interactivity of this campaign serve to redefine the ck one brand for a new generation. The creative is exciting and strong and the multi-prong platform is on target to reach a younger demographic, while remaining true to the legacy of the iconic ck one brand.”
The line itself incorporates underwear, denim and swimwear inspired by the iconic unisex fragrance of the same name.
The ads are fronted by model Lara Stone, who is the face of the company across its various brands. Joining her are a variety of other young models, musicians, actors and sports stars including Alice Dellal and Abbey Lee Kershaw, boxing champion Robert Evans, and dancer Jackson Blyton Megran.
It was shot by Steven Meisel, who can also be credited with creating those infamous ck one fragrance ads starring Kate Moss and Marky Mark in 1994.
Kevin Carrigan, global creative director of Calvin Klein Jeans and ck Calvin Klein, said: “Mark and Kate were just young kids then and we wanted the same feel. We wanted to show how diverse the collection is when worn by different people, so we took one jean, one shirt, a great grey T-shirt; classic American basics, and gave them to these cool kids.”
“We put them all in a room, just a big mirrored box surrounded by cameras, and let them try the collection,” Carrigan told Vogue.com. “The ck one collection is not about wearing clothes the way you’ve been told, it’s about making them your own. We put the pieces in there in all sizes, from XXXL to XS; it’s not about the perfect size – it’s a play on proportion and androgyny. Girls were wearing jeans that were baggy and far too big, or wearing oversized shirts as dresses, they made the collection their own. It’s the personalisation of fashion – and the campaign is really just a reportage of them trying the clothes.”
The full reveal of the campaign takes place from March 1, while in the meantime fans are encouraged to become fans of Calvin Klein on Facebook to be kept up-to-date with more information.
There’s also a mobile app, which will integrate video and social media as well as the use of augmented reality to enable further access to content such as from behind-the-scenes.
And if you’re in one of a dozen or so major cities around the world, it’s also likely you’ll spot the campaign on one of numerous LED billboards.
The print version of the campaign, created from stills of the videos, will debut in April magazines, and for the first time be globally enabled with AR technology.