CALVIN KLEIN JEANS Spring 2016 Ad Campaign partnered with musician, performance artist and director FKA twigs. As part of the partnership, Calvin Klein and FKA twigs collaborated on a film advertisement for an extended version of the artist’s latest single release, "Good to Love." The film, directed and edited by FKA twigs and choreographed by Aaron Sills, features the artist and British dancer and choreographer Kaner Flex performing a dynamic dance sequence, while clothed in pieces from the Calvin Klein Jeans Spring 2016 lines, paired in some instances with Calvin Klein Underwear pieces.
Inspired by the Calvin Klein Spring 2016 campaign call to action, “I _____ in #mycalvins,” the duo bring to life a compelling and emotional visual narrative of “I create in #mycalvins.” The advertising image campaign, shot in London by fashion photographer David Sims, features FKA twigs alongside Kaner Flex in key denim and underwear styles of the season.
“We are honored to have FKA twigs as part of the Calvin Klein family,” said Melisa Goldie, Chief Marketing Officer of Calvin Klein, Inc. “She is a true creative force with a global audience. This collaboration perfectly complements the brand’s longstanding heritage of partnering with modern, multi-talented artists to create fresh and provocative content.” Campaign imagery and videos are now available at calvinklein.com. Campaign creative launched yesterday in an outdoor domination at Piccadilly Station in London, with a global rollout today in 20 countries spanning digital, outdoor and print advertising, with a strong emphasis on social and digital media in early March.
This season represents Calvin Klein’s most digitally-focused campaign to date with an increased social presence to amplify and create conversation around the campaign, engaging both Calvin Klein’s and FKA twigs’ fans and followers. The campaign will also feature the “I ____ in #mycalvins” call to action that the brand initiated in January 2016 with its Spring 2016 global advertising campaign. “I ____in #mycalvins” is included as text on the advertising visuals and features a different verb in the phrase with each visual, inviting the global audience to show how they live their lives in their Calvins.