Launching a new limited edition capsule collection of streetwear-inspired pieces at calvinklein.com on April 27th, Calvin Klein Jeans once again proved it has its fingers on the pulse of its target market.
The same day that this new collection which caters to Millennials was launched, the U.S. Census Bureau released that there are now 75.4 million millennials (born 1981 to 1997), making them the biggest generation in the country today.
The global image campaign features Internet personality Cameron Dallas who rose to fame on the video application Vine. Dallas began his career in September 2013 posting Vines of himself playing jokes and pranks on his friends and family. Dallas currently has 8.1 million followers on Vine.
Together with model Stella Lucia, they headline the campaign which was shot by photographer Jack Pierson in Malibu, California. This limited edition spring apparel campaign was produced under the creative direction of Calvin Klein, Inc.’s in-house ad agency and creative studio.
“In 2011, I tweeted that I wanted to model for Calvin Klein, so it’s a dream come true to actually be in one of their campaigns,” said Dallas. “I’ve always been a huge fan of the brand, and these pieces fit perfectly with my everyday style.”
This new series consists of sweatshirts, tees, tanks, track pants and shorts for both men and women, all rendered in white knits. The offering is anchored by the brand’s heritage “cK” logo design, for a retro-inspired, athletic look.
IMAGE CREDIT: © 2016 Jack Pierson, courtesy of Calvin Klein Jeans