NEW YORK — Calvin Klein Jeans will receive an extra push from Kate Bosworth this year. The actress, a longtime Calvin loyalist, was tapped to be the face of the new Calvin Klein Jeans spring advertising campaign, and will be featured alongside male model Garrett Neff. The global print and outdoor initiative is scheduled to launch in more than 35 countries, with print and outdoor media timed to coincide with February magazines.
Neff, the current body and face for the company’s latest fragrance, Calvin Klein Man, was chosen for his all-American looks. Neff will also host a private dinner in Milan this week with Italo Zucchelli to celebrate the global launch of Calvin Klein Man as well as the latest Calvin Klein Collection. Bosworth, who attended Calvin Klein’s spring fashion show and co-hosted the evening’s post-show dinner, is well known for her sophisticated personal style, making her a logical choice for the Jeans campaign.
“Kate’s purity of style and sensuality are a perfect match for the natural clean modernity of the Calvin Klein Jeans line,” said Kevin Carrigan, creative director, ck Calvin Klein and Calvin Klein. “Pairing her with Garrett, whose statuesque, masculine American look perfectly represents the direction of the spring 2008 offering, will make for a natural, dynamic, sexy campaign.”
The images, shot in Los Angeles by David Sims, represent “a real departure from the previous campaign, which was a bit edgier and grittier,” said Malcolm Carfrae, senior vice-president, global communications, of the current fall 2007 ads featuring British musician Jamie Burke.
The Collection campaign, shot by longtime Calvin Klein collaborator Fabien Baron, features model Blaine Cook, who has walked in the company’s runway shows but never before appeared in a Collection ad. The images will also spotlight 16-year-old talent Toni Garrn. Both Cook and Garrn will walk exclusively for Calvin Klein at the runway shows.
Calvin Klein’s advertising budgets are expected to increase by roughly 10 percent this year from 2007. According to company executives, this reflects not only the company’s organic growth but also the support of new brands including Calvin Klein Jeans Accessories, Calvin Klein specialty retail stores, ck Calvin Klein beauty, home products and fragrance launches.