The Re-Issue Project Revives 90s Calvin Klein Denim with Lottie Moss
Laura McQuarrie — July 23, 2014 — Marketing
Until time travel is invented, we will only be able to look back on 90s Calvin Klein denim ads with sartorial envy. However, in its Re-Issue project in partnership with My Theresa, Calvin Klein is taking a page out of the past. Calvin Klein is reintroducing limited editions of some of the brand's most iconic denim styles, including everything from jackets to jeans, sweatshirts and tees.
Taking direct inspiration from how it did things in the past, where Calvin Klein ads starred Kate Moss, this time around, Moss' younger sister, Lottie Moss, stars in the campaign, bringing a fresh new face to the capsule collection. There are tons of celebrities and people who crave fashion from the 90s and these revived pieces are pretty close as you might ever get to being able to revisit the past.
Taking direct inspiration from how it did things in the past, where Calvin Klein ads starred Kate Moss, this time around, Moss' younger sister, Lottie Moss, stars in the campaign, bringing a fresh new face to the capsule collection. There are tons of celebrities and people who crave fashion from the 90s and these revived pieces are pretty close as you might ever get to being able to revisit the past.
Trend Themes
1. Nostalgia-driven Fashion - Disruptive innovation opportunity: Create limited edition collections that tap into the nostalgia of a specific era, using iconic styles and models from that time.
2. Celebrity Endorsements - Disruptive innovation opportunity: Collaborate with younger siblings or look-alike models of popular celebrities to bring a fresh twist to a brand's campaign, appealing to fans of the celebrity.
3. Re-issue Revival - Disruptive innovation opportunity: Reintroduce limited editions of popular past styles to cater to the growing demand for vintage fashion items among fashion enthusiasts.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Combine fashion and technology to create new ways of reliving or revisiting iconic fashion moments from the past.
2. Advertising - Disruptive innovation opportunity: Utilize data-driven insights to identify popular cultural trends from the past and create advertising campaigns that tap into nostalgia.
3. E-commerce - Disruptive innovation opportunity: Develop curated online platforms or marketplaces that specialize in reselling or reproducing limited edition, vintage fashion items.
4.4
Score
Popularity
Activity
Freshness
