Calvin Klein is going to the dark side.
The company has launched Calvin Klein Jeans Black Series Limited Edition, an exclusive capsule of premium, urban streetwear. The capsule launched Monday on calvinklein.com, and will roll out into select freestanding brand stores globally beginning in November.
Coinciding with the new collection is a global image campaign featuring American models and siblings, Lucky Blue Smith, the 17-year-old model with a One Direction-like following of fans, and Pyper America Smith, 18. The siblings, who are Mormons, are known for their platinum blond hair, piercing blue eyes and social media following. They and their two sisters, Starlie Cheyenne and Daisy Clementine, form The Atomics, a surf rock band. All four siblings are signed to the Los Angeles office of Next.
The campaign was photographed by Rory Payne in Brooklyn and produced under the creative direction of Calvin Klein Inc.’s in-house ad agency. For the launch, it will be entirely paid social media advertising. The company declined to reveal the budget.
Designed by Kevin Carrigan, Calvin Klein Jeans’ global creative director, the Black Series Limited Edition consists of bomber jackets, T-shirts, sweatshirts and jogger sweatpants for men and women, all produced in tone-on-tone Neoprene. The offering is grounded with the brand’s heritage “cK” logo design, which is updated using a new heat-sealed technology. The collection retails from $198 to $248.
Lucky Blue Smith and Pyper America Smith are also featured in the fall Moncler campaign.