Calvin Klein Underwear
+Services
Brand Positioning
Art Direction
Campaign Development
Brand Photography
+Brief
Reposition the iconic brand. The infamous “Marky Mark and Kate Moss” days were now far behind them—the brand, which was once edgy, sexy, and boundary-pushing, had become safe, expected, and comfortable. They wanted to return to their roots and get their sexy back!
+Solution
Sexy had started here and it was time to take it back! We leaned in on CKU’s rich history and reclaimed what was once so rightfully theirs by creating, “The Original Sexy” campaign. This overtly provocative campaign simultaneously empowered women to be unapologetically sexy and reoriented the brand.
