NEW YORK — Calvin Klein Inc.’s advertising for fall is calculated to reach 575 million people—twice the population of the United States—starting with August magazine issues.
The company is sticking with Jamie Burke, the rocker it introduced as the face of Calvin Klein Jeans last season. The Bloody Social frontman appears alongside model Lara Stone in the campaign, as house favorite Natalia Vodianova is expecting her third child. The Calvin Klein Jeans campaign will be featured on more than 360 pages in more than 150 magazine issues in 23 countries. In addition, imagery will be posted at key outdoor sites in more than 17 cities—not including a Times Square billboard, which may be reserved for the Calvin Klein Underwear campaign that will feature actor Djimon Hounsou for the first time. That campaign is still under wraps.
Once again, the ads for the Jeans line will feature the illusion of mixed media, but this time the images appear torn and stitched with thread, instead of creased and taped. The coloration and composition are a continuation from spring, as the studio location and creative team are unchanged.
For Calvin Klein “white label” sportswear, the backdrop shifted this season from Los Angeles to New York’s streets and 7 World Trade Center, lending a distinctly professional flavor. Model Gabriel Aubrey, another house favorite, is now exclusive to this campaign.
And for Calvin Klein Collection, the line designed by Italo Zucchelli on the men’s side, the fall campaign is clearly an extension of last season’s shadowy creative concept, highlighting dramatic shapes and silhouettes in sharp relief. The spreads are pairs of photos of the same outfit on the same model, but with one photo in color and one in black-and-white, and from different distances.