Calvin Klein has launched new Fall / Winter 2014 campaigns for Calvin Klein Jeans and Calvin Klein Underwear, as well as premium lines Calvin Klein Collection, Calvin Klein platinum label and Calvin Klein white label.
This season, a global advertising campaign featuring top models Lara Stone and Matt Terry will be launched for two brands at once - Calvin Klein Jeans and Calvin Klein Underwear. This campaign will also be a strong support for the successful #mycalvins project, which was launched in February 2014. The concept of the global #mycalvins initiative is the interaction of trendsetters and casual fans of the brand. Photos in the iconic Calvin Klein Underwear lingerie, posted on social media pages with the hashtag #mycalvins, provided a unique opportunity to showcase your style to everyone. To date, more than 200 million brand fans from more than 23 countries have taken part in the program.
With the start of the Fall 2014 season, the concept of the #mycalvins project will expand, now the hashtag is proposed to be placed under the photo featuring Calvin Klein Jeans. Also, the hashtag #mycalvins will henceforth be used in print and digital advertising materials, as well as in stores, outdoor advertising layouts and signs. The original slogan of the show yours initiative will be expanded: “dress, take off, show #mycalvins”. In addition to an advertising campaign featuring leading models, celebrities and bloggers will participate in the project.
The campaign was shot in New York and London with photographers by Mert Alas and Marcus Piggot. The production was directed by Calvin Klein, Inc.'s in collaboration with creative agency Wednesday London. The campaign is a print, digital and outdoor advertisement that will initially feature an image of Lara Stone. Mockups with joint images of Lara and Terry will be presented in October.
Lara Stone, one of today's leading supermodels, and Calvin Klein have a long history of collaboration. She was the first guest model for the Spring 2007 Calvin Klein Collection and the face of numerous campaigns for the brand's lines throughout Fall 2010.
“My relationship with Calvin Klein has been going on for many years, and it is a great honor for me to be part of the history of an iconic brand, and to be part of such a global project,” says Stone. “The advertising campaigns for Calvin Klein are always very effective and the filming process is a real pleasure for me. Matt and I have an excellent professional relationship and Mert and Marcus create an amazing atmosphere on set."
Terry has already participated in the brand's projects, including advertising campaigns for Calvin Klein Collection, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Watches + Jewelry for Spring 2014. He is currently the face of Calvin Klein's DARK OBSESSION for men.