Shot by photographer and filmmaker Tyrone Lebon, the Calvin Klein Spring 2016 ad campaign presents a diverse cast that ranges from global superstars, actors, rappers, artists and models to street cast talent. Those featured include Justin Bieber, Kendall Jenner, Kendrick Lamar, FKA twigs, Fetty Wap, Klara Kristin, Joey Bada$$, Abbey Lee Kershaw, Adwoa Aboah, Saskia de Brauw, Destiny Frasqueri, Sung Jin Park and more.
The basis of the campaign consists of individual photos of various celebs with the words “I _____ in #mycalvins” overlaid onto each image in CK’s iconic font. A different word fills in the blank for each celebrity.
Tyron Lebon called on a collective of noted creatives (including David Sims) to help execute the enormous project.
Fetty Wap “makes money” in his Calvins. Bieber “flaunts” in his Calvins (flexing, no less). Abbey Lee Kershaw “hynotizes” in hers. The imagery and accompanying video, below, call to mind that mid-90s Calvin era when the brand’s ads were true appointment viewing, not just a marketing necessity.