In a move that brings Kate Moss' career full circle, Calvin Klein Inc. and Calvin Klein Jeans are expected to announce today that Moss is the star of the fall 2006 Calvin Klein Jeans advertising campaign.
In a move that brings Kate Moss' career full circle, Calvin Klein Inc. and Calvin Klein Jeans, the division of The Warnaco Group Inc., are expected to announce today that Moss is the star of the fall 2006 Calvin Klein Jeans advertising campaign.
Photographers Mert Alas and Marcus Piggott shot the global print and outdoor advertising campaign at an undisclosed location here over the weekend. This is the first CKI campaign for the photography duo, who also shot the fall campaign for Louis Vuitton and has worked with brands such as Diesel, Roberto Cavalli, Missoni and Hugo Boss. Alas and Piggott are also set to be shooting the Calvin Klein Collection campaign for fall.
Moss will always be associated with Calvin Klein in the public's mind. She was one of the designer's muses throughout the Nineties and was photographed for the first time for Calvin Klein Jeans by Patrick Demarchelier in 1992.
The Calvin connection, and the accompanying steamy ads featuring the model wrapped around Mark "Marky Mark" Wahlberg, catapulted Moss into supermodel status. The controversial nature of some of the imagery, including the ad for the Obsession fragrance, gave Moss a cutting-edge appeal that has lasted to this day. The last campaign the model did for the house was in 1999, when Mario Testino shot her for Calvin Klein Jeans and Calvin Klein Collection ads.
"Kate and the Calvin Klein brand have a long history together and it felt natural to reunite them for this new [Calvin Klein] Jeans campaign, which will inevitably reignite that spark and highlight the sexy, cool essence of both Kate and Calvin Klein," Fabien Baron, creative director of the campaign, said in a statement.
Tom Murry, president and chief operating officer of CKI, added in the statement: "Calvin Klein Inc. and Kate Moss have had a long association and we are pleased to partner with her again for the fall 2006 Jeans campaign. Kate has an impactful appeal that will resonate in all our markets for Calvin Klein Jeans around the world."
Last season's campaign was photographed by Mikael Jansson and featured Natalia Vodianova and Ryan Heavyside. Vodianova, CKI's face since spring 2003, just gave birth to her second child. According to British press reports last week, Moss has been in negotiations for further contracts with the house.CKI executives declined to comment on the nature of Moss' contract. They also remained tight-lipped about the creative direction of the campaign for now, but the company disclosed Moss will star in the ads with model Jamie Dornan. Dornan, who modeled in the fall 2004 Calvin Klein Jeans campaign, is an aspiring actor and has a role alongside Kirsten Dunst in Sofia Coppola's "Marie Antoinette," which is due out next year.
Kevin Carrigan, creative director of ck Calvin Klein, the bridge line, and Calvin Klein, the better-priced collection, said: "Kate is ideal because she represents the direction of the season."
For fall, Calvin Klein Jeans has a focus on skinny jeans, skin-exposing rib and crocheted sweaters and plaid shirts.
"We are doing a lot of authentic denim, which includes skinny fits and darker washes," Carrigan said. "We are also focusing on knitwear, including sweaters. There is a sensuality and a sexiness about the sweaters, the skin and softness, which Kate personifies and wears really well. The attitude is of an icon in iconic clothes."
Calvin Klein Jeans plans to fete the reunion and the shoot's wrap-up with a private party in Moss' honor at Jason Hennings' and Bob Giraldi's new East Village restaurant European Union tonight. It's a suitable venue for the party, since Calvin Klein Jeans also created the restaurant staff's uniforms.
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