NEW YORK -- Calvin Klein ads have been called a lot of things over the years, but patriotic has never really come to mind. Until now.
For his spring Collection and CK Jeans campaigns, which break in March magazines, Klein unveils a new red and blue logo that looks like it's hand-drawn.
"It's not intentionally patriotic," said Kim Vernon, senior vice president, CRK Advertising, Klein's in-house agency. "It's red and blue, but it works with the black-and-white photographs."
The reinterpreted logo has the name Calvin in blue and Klein in red, with the letters filled in with pinstripes, almost as if a child drew it with a tricolored ballpoint pen. Some of the jeans ads carry white swirls and black designs around the images.
"The overriding feeling of the campaign is more fun," explained Vernon. "It was important to have a creative change. It's a departure from what the company has done before."
But of course, it wouldn't be a Calvin Klein campaign without a bit of sex and nudity. In one CK Calvin Klein Belts ad, for example, a topless Jessica Miller is lying on her side, wearing only jeans and a rope belt. In another, her hair is wet, her legs are spread and she's wearing short-shorts and a bra top. She appears opposite another photo of herself in black pants and waistcoat, and a white top.
In a CK Jeans double-page spread, there are images of Miller wearing jeans and suspenders, but no top, and she's pulling her foot back, and in another, she's shown crouching in short-shorts and a top, with her hands over her head. That image is surrounded by white swirly lines and black designs.
The ads feature Miller exclusively, the first time Klein has used only one female model since Kate Moss. The male models are Travis (who's also under contract as the the Calvin Klein Underwear model), and Lawrence Chapman and Carl Brolin, who are both new to Klein.
"One of the reasons we're so happy with her [Miller] as a model for us is she's incredibly versatile," said Vernon.The ads were art-directed by CRK Advertising, along with M/M, a small creative agency in Paris. They were shot by Inez van Lamsweerde and Vinoodh Matadin. It's the first time Klein has used the duo for its ad campaigns.
The Collection and CK Jeans ads will run as lifestyle portfolios of four to 14 pages in a variety of magazines. Some 22 units will run in magazines in the U.S., Europe and Asia, accounting for a total of 700 pages. "We don't have a lot of tricks. The portfolios are really the news," said Vernon, noting the spring ad budget is flat. She said the company didn't want to spread itself too thin and believes that the portfolios will have more impact than more frequent ads in additional magazines.
Ads will run in the U.S., French, Italian, British and Japanese editions of Vogue, Vanity Fair, Elle, Details, Interview, W, Harper's Bazaar, the New York Times Magazine, Marie Claire, Jane, In Style, Esquire, FHM, Maxim, Nylon, Paper, Rolling Stone, Vibe and Spin and the U.S., Italian and British editions of GQ. Ads will also run outdoors in New York, Los Angeles, San Francisco, London, Milan, Paris, Madrid, Barcelona, Hamburg, Tokyo, Hong Kong and Taiwan.
Vernon declined to reveal the spring budget, but said it's flat with a year ago. According to Competitive Media Reporting, Calvin Klein spent about $9 million on its women's and men's Collection, CK Jeans and accessories advertising in the first half of 2001.
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)
Discovery is collaborating with British pop artist @philipcolbert on a new line of clothing and accessories called Discovery Shark. The collection, which will launch next summer for Shark Week’s 30th anniversary, features a whimsical line of women’s and men’s bomber jackets, sweatshirts, bags and more. #wwdfashion
“I’m always a big champion of a female rapper, and I’m glad to see a new voice that feels unique and authentic that’s coming up, and I think we’re going to see more great things from her,” said @itsjeremyscott about @iamcardib, who performed at @moschino’s Art Basel Miami Beach party last night. #wwdeye (📷: @lexieblacklock)
@janellemonae’s “What’s Your Frequency?” room in @refinery29's #29Rooms made its debut this week at the opening of the Los Angeles art exhibit. “It’s about the ongoing conversation around mass surveillance, the weaponization of technology and cultural uniformity. My space was created so that we can come together and talk about the complexities of our humanity,” said Monáe. #wwdeye (📷: @bucknerphoto)
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)