Calvin Klein announces new campaign featuring Solange

By

Cassidy Mantor

Published
Nov 20, 2017

Calvin Klein has launched its latest global underwear and jeans campaign, "Our Family," featuring a message promoting family and unity conveyed by artist Solange and a handpicked family of musicians.

The "Our Family" campaign features songwriter and recording/visual artist Solange modeling both Calvin Klein denim and underwear. She is supported by a "family" of artists personally chosen by her, including Kelela, Dev Hynes, Caroline Polachek and Adam Bainbridge of Kindness.

The artists featured in the "Our Family" bridge gaps between generations and musical tastes, a message of unity underlined by the symbolism of the traditional American quilt also celebrated by the campaign.

Calvin Klein's official brand statement explains, "This campaign captures these bonds and brings to life different ways we can inspire families - both born and made - to connect with one another, and celebrate the things that unite us."

The "Our Family" campaign is Calvin Klein's first foray into a digital-first model. It is also meant to build on the momentum of the brand's successful "#MyCalvins" campaign which launched in 2014. For digital-first integration, Calvin Klein has designated support for the campaign with digital teams in twelve countries as well as in several high impact outdoor markets.

Calvin Klein's "Our Family" with Solange is the first installment of the new campaign which rolls out during Holiday 2017. The denim and underwear styles modeled by Solange and her artist family are now available in store and online. The brand will continue evolving the campaign with more initiatives through Spring 2018.