it all comes back to art...
With Raf Simmons, it's always about the art. He has declared he needs it like air. He needs it to live. So no small surprise that his first Calvin Klein campaign sees him in an art gallery.
Shot and styled by his long-time collaborators Willy Vanderperre and Olivier Rizzo, these images are without doubt setting out his stall for what is to come.
“The Spring 2017 Calvin Klein campaign is a celebration of these American classics, placing the archival denim, cotton tank top and quintessential men’s briefs in playful contrast and context with great works of art from the second half of the 20th century. Here the clothes strike up a conversation with the art much the way designers and artists in New York’s Pop heyday would have in the streets of SoHo or on the dance floor of Studio 54.”
There's not a supermodel or a social media star in sight. The focus is firmly on the art.
More precisely, the work of three Americans: Richard Prince, Andy Warhol and Sterling Ruby. (Simons has previously collaborated with the latter on his eponymous label and at Dior). In most shots, the faces of the models are obscured, or directed away from the camera towards the backdrop of art.
It seems certain that Simons is going to have a more cerebral take on things over there.
Working with Peter Saville he has already reworked the logo
The fashion label has swapped out its lowercase logotype for an uppercase one with a smaller kerning gap between letters, retaining its black colour and sans-serif.
The new logo was unveiled on the brand’s Instagram account, with Calvin Klein saying that the new logo is a “return to the spirit of the original”.
Watch this space, this is going to be good...