NEW YORK — Calvin Klein Inc. is feeling as frisky as ever in its spring campaigns for Collection, Calvin Klein Jeans and Calvin Klein, the new better sportswear line.
The women’s Collection ads represent the first line designed by Francisco Costa. Ads were shot this season by Steven Meisel at a private home in Los Angeles. For the third season, they feature Natalia Vodianova, who is the face of Klein and is under an exclusive contract.
Vodianova’s face and body appear heavily bronzed (Pat McGrath did the makeup) and she’s shown in various sultry poses, such as lying over a couch in an evening gown. She’s also shown with male model Karl Lindman, and in several poses showing off the clothing and accessories, such as a swimsuit, sexy Plexiglas sandals, or a hand-cut leather coat.
A double-page spread will break in February Vogue, and eight-page portfolios will run in March in such magazines as Vogue, W (a sister publication of WWD, both of which are owned by Advance Publications), Vanity Fair and Harper’s Bazaar.
“What we really wanted to do is push the look of Natalia a bit further. We wanted to go with really stronger fashion, make her more of a woman, and keep the sexiness as strong as ever,” said Kim Vernon, senior vice president, global advertising and communications at CKI, a division of Phillips-Van Heusen. “We wanted to do something that took the pictures to another level. It’s still moody, but we wanted to push it a bit, and felt Steven [Meisel] could do it.” For the prior two seasons, Klein used Mario Sorrenti as the Collection advertising photographer.
Unquestionably, the Calvin Klein Jeans ads would be rated high on the sex-o-meter. There are images of the model’s hand going into the guy’s jeans, a female model sitting in her jeans with her legs spread wide open, and those showing a topless guy and girl embracing.
“It’s really about sex and denim and skin. It’s true to the Calvin Klein Jeans image,” said Vernon. “We did not try to do overt in-your-face nudity and sexuality. You look at the pictures and you want to be where they are. They’re sexy and they’re having fun. They look healthy, and the jeans look fantastic.”
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