Calvin Klein unveils new campaign featuring Gerber siblings
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Calvin Klein has unveiled a global advertising campaign featuring sibling models Kaia and Presley Gerber.
The multimedia Calvin Klein campaign will have a heavy social media component in what the fashion label describes as “the latest iteration of the evolution in the brand’s globally recognised call to action: Our Family”.
Shot by photographer Willy Vanderperre, the campaign features the Gerbers wearing core styles of Calvin Klein Jeans available in stores and online already.
“The Our Family. #MYCALVINS campaign embraces a digital first, socially powered mindset in communicating the evolution of the globally successful #MYCALVINS campaign originally launched in 2014,” the company says in a statement
“The #MYCALVINS campaign leverages influencers’ and existing consumer behavior to express themselves, and maximises the cultural ‘selfie’ and viral image-sharing phenomenon. With dedicated digital support in 12 countries and high impact outdoor in several key markets, the Our Family. #MYCALVINS initiative will be communicated to a global audience.”
At the core of the concept is family – “a display of unity between strong individuals, further emphasised by the symbolism of the traditional American quilt”.
“This campaign captures these bonds and brings to life different ways we can inspire families – both born and made – to connect with one another, and celebrate the things that unite us.”
The new campaign follows on from one launched in November featuring an array of musicians.
Questions & Answers
Q.Which models are featured in the new Calvin Klein global advertising campaign?
Which models are featured in the new Calvin Klein global advertising campaign?
The new global advertising campaign features the sibling models Kaia and Presley Gerber. They are shown wearing core styles from Calvin Klein Jeans, which are already available for purchase both in stores and online.
Q.What is the central concept behind this new Calvin Klein campaign?
What is the central concept behind this new Calvin Klein campaign?
The core concept of the campaign is family, specifically a display of unity among strong individuals. It uses the symbolism of the traditional American quilt to emphasise this idea of connection and shared bonds.
Q.How will Calvin Klein primarily communicate the new #MYCALVINS campaign to its audience?
How will Calvin Klein primarily communicate the new #MYCALVINS campaign to its audience?
The campaign has a heavy social media component and is described as 'digital first, socially powered'. It will use influencers and use consumer behaviour, with dedicated digital support in 12 countries.
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