Kendall Jenner wins again the baton of the advertising campaign Calvin Klein. Despite the stylist’s no, she is the moral heir of the legendary Kate Moss which in the 90s made those briefs with an elastic band an object of desire.
Black and white photos
The soap and water face, enhanced by the black and white of the images, the sculptural physique, highlighted in unusual positions. And then simple garments (mainly jeans and underwear) and iconic details: first of all the famous designer elastic band Calvin Klein.
Kendall Jenner she bares herself in front of the lens of the famous photographer duo Mert Alas and Marcus Piggott. In addition to the model, Calvin Klein’s Spring 2023 campaign features a cast of international stars: JENNIE, FKA twigs, Michael B. Jordan and Aaron Taylor-Johnson.
Kate Moss and the minimal style of the 90s
It is useful to remember the influence that previous campaigns have Calvin Klein had in the world imagination, influencing the aesthetics of the 90s and directing many other fashion brands. The minimal, clean and simple style, made of comfortable clothes, slim models, black and white was something surprising and disruptive after the colorful and hypertrophic 80s.
It was Kate Moss the symbolic face of those campaigns. Very thin, with an emaciated face, loose hair and small breasts, she represented that type of woman still in her teens who Calvin Klein he loved to dress in his denim and underwear. A sexualized female image, which sparked numerous controversies and which even brought him accusations of child pornography.
K like Klein, Kate… Kendall
Thirty years later the world has changed, women are more aware, political correctness directs creatives and fashion has made great strides. Yet it is at the origin that we often turn.
Among the shots of Kendall Jenner, one in particular draws attention: the one in which the model poses sitting on the ground topless, hugging her legs. A clear tribute to the famous shot by Kate Mossmade in 1992 by photographer Patrick Demarchelier.
It is not the first time that Jenner has been chosen as a testimonial for Calvin Klein: already in 2016 she had been called to represent the brand. On that occasion she was portrayed between the sheets with the iconic complete underwear and the writing #mycalvinsa hashtag that brings together the new community of brand admirers.
The stylist’s no
Curious that in that year the choice of Kendall Jenner as a face she was criticized by the designer, even though he was no longer at the helm of the company that bears his name. There Calvin Klein since 2002 it has been part of the PVH group and evidently the supermodel Kendall has captured the attention of new customers, since she has once again been chosen as a testimonial.