Calvin Klein's Our Now Campaign Features Retro Aesthetics
References: instagram & highsnobiety
Calvin Klein recently unveiled its latest selection for Spring 2019 entitled 'Our Now' and it features selection from Calvin Klein Jeans and Calvin Klein Underwear. The campaign stars familiar faces such as A$AP Rocky, Shawn Mendes, Noah Centineo, Kendall Jenner, and more. The overall ambiance of the campaign boasts nostalgic warm elements that reference the 80s and 90s.
It takes place in a soft suburban setting and celebrates the subjective understanding of youth culture. In separate videos, Kendall Jenner and A$AP Rocky express their own understanding of youth culture and freedom. Rocky states that he "feels extraordinary because he is free to be himself" and Jenner iterates "I don’t think youth has an end. I think its all in your soul and how you feel rather than an actual age.”
Image Credit: Glen Luchford
It takes place in a soft suburban setting and celebrates the subjective understanding of youth culture. In separate videos, Kendall Jenner and A$AP Rocky express their own understanding of youth culture and freedom. Rocky states that he "feels extraordinary because he is free to be himself" and Jenner iterates "I don’t think youth has an end. I think its all in your soul and how you feel rather than an actual age.”
Image Credit: Glen Luchford
Trend Themes
1. Retro Aesthetics - Opportunity for clothing brands to tap into the nostalgic appeal of the 80s and 90s.
2. Celebrity-modeled Campaigns - Innovation potential in leveraging the influence of celebrities to promote products and brands.
3. Youth Culture Representation - Opportunity to capture the essence of youth culture and incorporate it into marketing campaigns.
Industry Implications
1. Fashion - Fashion industry can explore celebrity endorsements and retro-themed collections.
2. Marketing - Marketing agencies can develop strategies to authentically represent youth culture and leverage celebrity influencers.
3. Entertainment - Entertainment industry can collaborate with fashion brands for celebrity-driven campaigns and create content centered around youth culture.
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