Though it has only been a few short months since Raf Simons has joined Calvin Klein as Chief Creative Officers, the innovative designer has already made some big changes to the classic label. After the recent debut of Calvin Klein’s modernized logo and the “By Appointment” collection, Simons has now unveiled a new campaign, titled American Classics.
Photographed by Willy Vanderperre, the campaign sees Calvin Klein’s quintessential denim, cotton basics, and men’s briefs modeled in art galleries and museums in front of famous contemporary works of iconic American artists Andy Warhol, Sterling Ruby, Richard Prince and Dan Flavin.
Regarding the campaign, Simons explains,
“It’s a celebration of Calvin Klein’s iconic underwear and jeans; acknowledging their status as Pop and showing them in the world of art.”
A visit to the Clavin Klein page for the American Classics campaign proves to be educational just as much as it is inspirational. Discussing pop culture and Calvin Klein’s cemented status as a cult label through time, the label’s website discusses the relationship between their brand, wearer identity, and impact. The campaign is thoughtfully and beautifully laid out on the site photo by photo. From there, the artwork featured in the photo is discussed, as is the artist and their status as an “American classic.”
Raf Simons is clearly bringing exceptional vision, direction, and modernization to the Calvin Klein brand, and he is doing it fast. It is exciting, to say the least, to see an “american classic” get an inspired makeover. Needless to say, many are anticipating seeing what Calvin Klein brings to the table at fashion week. Too see the full campaign, click here.