Shot by avant-garde photographer and filmmaker Tyrone Lebon, the visually striking global campaign presents a diverse and democratic cast that ranges from global superstars, actors, musicians, activists and models to street cast unknowns, often juxtaposed together. Those featured include Justin Bieber; Kendall Jenner; Kendrick LamarFKA twigs; Fetty Wap; Klara Kristin; Joey Bada$$; Abbey Lee Kershaw; Adwoa Aboah, Saskia de Brauw; Destiny Frasqueri; Sung Jin Park. The street cast up-and-comers include Daniel Hivner, Jan Gatewood, Aiden Dare, Rene Ferry, Sophia Tatum, Laura Sorensen and Petra Lajuan.
The Spring 2016 campaign takes #mycalvins out of the bedroom, representing an evolution of the Calvin Klein brand’s acclaimed omni channel initiative, which originated with individuals posting selfies on social media in Calvin Klein Underwear and Calvin Klein Jeans and tagging #mycalvins in the image caption. Beginning with the new call to action, “I _________ in #mycalvins,” this campaign moves from the passive, solo moment of the static selfie to live action, supporting the concept that the movement and moments of life are what creates its sensuality and sexiness.
