By now, you should have seen the brand new Calvin Klein Jeans and Calvin Klein Underwear #MYCALVINS ad campaign, featuring the notable Kardashian and Jenner clan.
All five sisters – Kim Kardashian West, Khloé Kardashian, Kourtney Kardashian, Kendall Jenner and Kylie Jenner – are outfitted in various lingerie and denim styles, while posing casually in a rustic barn with red and white patterned quilts as accessories.
The campaign is shot by photographer and long-time Raf Simons collaborator Willy Vanderperre, and imbues the Americana, cowboy-ish spirit that Calvin Klein has been championing for some time.
Whatever your opinion on the Kardashians, there is no doubt that the campaign has achieved what it set out to do – capture the attention of millions. Just taking into account the social media followings of each of the individual family members, the combined reach of the Kardashian/Jenner clan is unprecedented. For a campaign that is as digital-centric as the #MYCALVINS campaign, choosing the Kardashians as its ambassadors is a smart move.
And this is not taking into account the countless news reports and media coverage that have emerged since the campaign dropped on Jan 22. While some have discussed the over-Photoshopping of Kim Kardashian, most reports have focused mainly on Kylie Jenner and the mounting rumours surrounding her allegedly pregnancy. Some articles have even gone on a limb to claim that Kylie’s famous lips look smaller than usual in the campaign, which is definite proof that she is indeed pregnant (yes, we do think that this is a bit much).
However, what is not a stretch is that Kylie does seem suspiciously covered up in all the campaign photos – unlike her sisters, her belly is never shown, either through some strategically placed quilts or body positioning. In one particular shot where all the sisters are in underwear, Kylie is notably absent (see below).
At this point, we have to give a shout-out to Kris Jenner, the matriarch of the family and possibly the sole reason why the Kardashians even exist at this level of fame. Even though Mama Kris is not featured in the campaign, she definitely had a hand in orchestrating how Kylie was photographed for the campaign, successfully achieving what she wanted – fanning the swirling Kylie pregnancy rumours, driving the fans crazy and essentially making sure the Kardashians stay in the spotlight. With this, we have to kowtow to Kris Jenner and acknowledge that she is a serious PR/ marketing genius.
Back to the main story – the Calvin Klein team definitely put much thought into the campaign, and choosing the Kardashians as the campaign stars is undoubtedly a carefully calibrated decision.
The whole theme of the campaign is Our Family, and despite what reputations precede the Kardashians, it is clear that they are a tight-knitted family, and the strong bonds between the sisters are unmistakable. The campaign video, showing everyone playing a round of ‘Never Have I Ever’, seems to mimic the highly relatable, little moments that we share with our own loved ones.
Some vocal critics have vowed to steer clear of Calvin Klein now that they’ve chosen the Kardashians as ambassadors, but this seems like a small trade-off given the massive reach this campaign has had in just a few days, which will surely translate to an increase in revenue for the brand’s accelerating lingerie business. Whether you like it or not, the Kardashians are ruling modern-day entertainment and pop culture, and this new campaign is a win-win, both for them and for Calvin Klein.
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