Calvin Klein Underwear
+Services
Brand Positioning
Art Direction
Campaign Development
Brand Photography
+Brief
Reposition the iconic brand that had lost its way. The brand that was once edgy, sexy, and boundary-pushing, had become safe, expected, and comfortable and it was time for that to change.
+Solution
The infamous “Marky Mark and Kate Moss” days were now far behind them—but sexy had started here and it was time to take it back! We leaned in on CKU’s rich history and reclaimed what was once so rightfully theirs by creating “The Original Sexy” campaign. This overtly provacative campaign simultaneously empowered women to be unapologetically sexy and reoriented the brand.
