COPPOLA’S TAKE ON CALVIN: Sofia Coppola sets out to portray women in a more approachable — yet steamy — light in a new Calvin Klein Underwear campaign, which she directed. The women featured in the films range in age from 18 to 73.
The films highlight actresses such as Lauren Hutton, Kirsten Dunst, Rashida Jones, Laura Harrier and Maya Thurman-Hawke. Also featured are Chase Sui Wonders, a Harvard junior and niece of Anna Sui, and Nathalie Love, a producer and actress.
Several of the videos speak to meaningful moments in a young woman’s life. In one video, Dunst describes her “first kiss” which took place in a dark elevator in the Washington Monument, while in another, the 73-year-old Hutton talks about being picked up by a guy in a new truck and says she’ll only go one block. Each of the films carry the tagline “Calvin Klein or Nothing at All.”
Several of the videos show the women in their bras and panties, reminiscent of Calvin Klein’s earlier provocative imagery. The films show women lying in bed, putting on or taking off a sweater, dancing and stretching in their bra and panties. Each actress, handpicked by Coppola, gives insight into a distinctly female world.
“I just love Calvin Klein’s whole very American idea of women — and men too,” said Coppola. “The old Avedon commercials with Andie MacDowell, the Nineties images of Kate Moss…I feel like those images made a big impression on me in my formative years. I just put together some of the my favorite girls, and I thought it was so cool to see women from 18 to 70 in this playful, sexy way.”
She added that she wanted to do the opposite of lingerie ads that she’s seen. “I wanted cool, smart women. And I was very proud that we had two Harvard graduates in our group. They have real bodies. And I think they related to me, and to the camera, in a different way. They’re not so much like goddesses; they’re more approachable.”
The films are to appear in broadcast advertising spots, as well as digital display and paid social.
In other news at Calvin Klein, Lina Kutsovskaya, executive vice president, executive director, global marketing and creative strategy, is leaving the company effective Friday. She plans to live in Los Angeles where her family resides. She had been in her most recent role since June 2016, before which she was senior vice president, executive creative director since January, 2015. Earlier, Kutsovskaya was vice president, executive creative director at Sephora.