Today Calvin Klein announced that it has partnered with musician, performance artist and director FKA twigs for the Calvin Klein Jeans Spring 2016 global multi-media advertising campaign.
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 honoured 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.”
FKA twigs said, “When I first started thinking of concepts for a Calvin Klein advert, it dawned on me that Calvin Klein is such an iconic brand and that I really wanted to combine artistically what I do with the striking imagery Calvin Klein has always maintained. I guess it’s kind of tongue in cheek, fun, sexy but still with the emotional ignition and openness that I always aim to achieve when I direct. I wanted to make something that could feel artistically futuristic, tense, crucial, loaded, emotionally complicated but ultimately still include the seductive, free and young feel of Calvin Klein. All in all, it was an honour to direct an advert for such a prestigious brand let alone be in it too.”
Take a look at the pics from the campaign in the gallery below.
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