Calvin Klein’s Underwear & Jeans campaign for Holiday 2017 through Spring 2018 marked a major evolution of its iconic #MYCALVINS branding. Dubbed Our Family. #MYCALVINS, the campaign featured Solange Knowles as its creative lead, blending music, identity, and fashion in a refreshing new storytelling approach. Solange not only starred in the campaign but personally curated her “musical family” including artists Dev Hynes (Blood Orange), Kelela, Caroline Polachek, and Adam Bainbridge (Kindness) to appear alongside her in the visuals.
Photographed by Willy Vanderperre and creatively directed by Raf Simons, the images capture Solange and her group in a rustic barn setting, dressed in Calvin Klein’s signature blue denim and white underwear. The aesthetic feels intimate, unified, and authentic, emphasizing connection over conventional luxury. The campaign offered a modern twist on lifestyle imagery by weaving together cultural ties and artistic community.
This chapter of #MYCALVINS was Calvin Klein’s first major move toward a digital-first, social-powered campaign, foregoing traditional print advertising in favor of online storytelling and influencer engagement. The concept centered on celebrating “chosen families”those connected by shared creativity, identity, and cultural bonds, rather than biology. Solange’s “musical family” served as the inaugural group for this new narrative model.
Solange herself promoted the campaign via Instagram, writing: “Big love to @calvinklein, raf simons, and the whole Calvin team for this moment of celebrating my musical family, and for capturing us so authentically us. #MYCALVINS.” The post reflects the campaign’s aim: inclusivity, creative expression, and real connection.
In the campaign visuals, denim is presented in various fits—straight leg, skinny, and bootcut, paired with essential white underwear pieces like cotton bralettes and western-style shirts. Every model appears styled naturally, with minimal makeup and relaxed poses to emphasize authenticity and comfort.
The campaign rollout was scheduled from the holiday season of 2017 through spring 2018, laying the groundwork for future chapters featuring different communities and creative “families.” This initiative reflected Raf Simons’s reimagining of Calvin Klein’s brand identity, rooted in cultural relevance and modern storytelling.
Many fashion editors and publications praised the campaign as one of CK’s best in years. Feminist and cultural commentators also celebrated its narrative of unity, artistry, and representation, showcasing strong black female creatives leading a global fashion story.
In retrospect, the Calvin Klein Underwear + Jeans campaign with Solange stands as a powerful example of how fashion advertising can transcend product placement and become a cultural statement. By centering community and creativity, CK redefined what it means to wear, rather than only sell, Underwear and Jeans.
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