In what may be the most awesome nod to the nineties we’ve ever seen, ck one has just launched a new campaign shot by Steven Meisel (the man behind the original ads featuring ’90s icons like Kate Moss and Jenny Shimizu), in which aughts icons like Lara Stone, Pixie Geldof, Abbey Lee Kershaw, and Alice Dellal dance around wearing CK Jeans in what appears to a small, padded (and camera ready) room.
The campaign clearly plays like an updated version of those ’90s spots, but with all that new-fangled social media stuff thrown in. A spokesperson for Calvin Klein wouldn’t reveal the price of the campaign, but told WWD it was “the largest digital initiative in [the company's] history,” which translates roughly to big, big bucks. In other words, Calvin Klein, Inc. is banking big time that these ads will resonate with that oh-so-coveted 16-34 audience as much as the originals did.
“It’s a great evolution of the original campaign,” CKI president and chief executive officer Tom Murry said. “It’s what the original campaign and the DNA of ck one stood for, but made relevant and current.” … There are four different iterations — for Jeans, Underwear, Fragrance and one for all categories — with more than 60 differently edited variations, some of which specifically target Asia. A key purpose is to drive traffic to ckone.com, which offers profiles of the cast and background content, and lets visitors upload their own ck one video versions.
So far, we’re really digging the campaign and have high hopes for the brand’s resurgence. What do you think? (Also, for comparison purposes, we’ve included two of the ’90s spots below.)