Calvin Klein has released the latest aspect of its ongoing #mycalvins campaign. Shot by photographer and filmmaker Tyrone Lebon – who is also responsible for the images used throughout the integrated print, social media and out-of-home 2016 campaign – the new video features a plethora of cultural icons from Frank Ocean to Zoë Kravitz, Margot Robbie, Kate Moss, Bella Hadid, Grace Coddington, Henry Rollins and David Blaine.
The sexually charged, cheeky and deftly edited new video intersperses Super 8 and videotape footage with high definition fashion editorial shots and interviews, to evoke the flipping and flickering of channels on a television set. Building to a crescendo of overlapping media noise, each icon muses on day-to-day mischief they get up to in their Calvin Klein underwear.
Frank Ocean and Young Thug feature front and centre, contributing to the sound design and featuring in their own narratively driven shorts produced alongside the main video. Practical effects see the room occupied by Frank Ocean pivot at an angle, creating a dreamlike sensation pervaded by crepuscular lighting, as he views himself interviewed on the television. The video takes a more abstract and conceptual approach than the main video, saving the minimal product placement for the end of the video.
Calvin Klein is never shy of making a provocative statement with its advertising. In his short ad spot, once more shot in Tyrone Lebon’s idiosyncratic style pervaded by light leaks and motion artefacts, Young Thug proclaims: “In my world, you can be a gangsta with a dress or you can be a gangsta with baggy pants,” he said. “I feel like there’s no such thing as gender.”
The other stars of the video also feature in their own short 30 second interviews, each conducted in a manner befitting the individual, before quoting a humorous or declarative admission of what they do in their Calvin Klein underwear in the instantly recognisable integrated campaign branding, #mycalvins.