The Autumn 2019 campaign for Calvin Klein underwear is called #MYCALVINS IRL (In Real Life) and celebrates different perspectives of what sexy looks like. The official images of the campaign look like a magazine spread where one page is what you would call a public image and the other is the private realities of our unapologetic cast. The brand asks how do you do sexy? With filters and retouched images or IRL raw? This campaign is a continuation of the #MYCALVINS movement, an open call to the fans of the brand to feel comfortable in their own skin and share their photos in their own Calvin Klein on social media. Many underwear and fashion brands followed by creating their own hashtags to urge their fans to share photos in their garments, but frankly none is as popular and as successful as the MYCALVINS hashtag.
The Autumn 2019 campaign features a cast of bold personalities whose vulnerability and confidence expose a new, spirited idea of sexy. Supermodel Naomi Campbell, DJ and producer Diplo, actor Jacob Elordi, NFL star Odell Beckham Jr., model Matthew Noszka and musicians Beth Ditto and Lay Zhang star in their first Calvin Klein campaign alongside supermodel Bella Hadid and model Cara Taylor. Each comfortable in their own skin and each confident in their CALVINS.
The #MYCALVINS IRL comes in a series of videos by Bardia Zeinali and still images by Daniel Jackson. It’s aim is to bring to life the playful and pure perspective of sexy; one that encourages self-expression and underscores the idea that sexy is a state of mind.
The underwear featured in the campaign are the new Neon and 1981 Bold.