by Lorenzo Molina

Once again, Calvin Klein broke the (marketing) bank for its newest global spring’16 advertising campaign, for which the US brand has hired first-class celebrities like singer Justin Bieber, model and social media star Kendall Jenner and rapper Joey Bada$$, among other artists like FKA twigs as well as unknown street casts. This is the first time that all Calvin Klein (CK) brands –CK Collection, CK, CK Jeans and CK underwear– are presented together in the same campaign.

Very loyal to the sexiness trademark of previous brand advertisements, Calvin Klein had a penchant for pastel colors this time, pervading the skies, motel-like bathrooms and various images’ backgrounds where celebs are portrayed. A clash of old and new references also imbues the campaign, shot by photographer and filmmaker Tyrone Lebon. Greco-Roman sculptures meet Instagram-friendly statements and hashtags, millennials’ most devoted way of communicating. All in all, Calvin Klein masterfully depicts youthful culture, understood as rebelliousness, ambition and  individuality.

Kendall Jenner for CK
Kendall Jenner for CK


Just like other denim brands such as Diesel, Calvin Klein is drawing inspiration for their advertisements from the new ways of communicating that social media apps and services like Whatsapp have brought to all of us, altering the codes of interpersonal communication.

“This campaign is representative of how culture is evolving as we speak. We’re bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation,” stated chief marketing officer Melisa Goldie. “People don’t want traditional one-sided advertising anymore. Instead, they want to participate in campaigns that capture their imagination. With this campaign, we feel we have created something that truly illustrates the future of the brand, and captures the current youth culture zeitgeist.”

Joey Bada$$ for CK
Joey Bada$$ for CK