CK One reeks of nostalgia – reminding us of our early teens (there was always a dusty bottle lying around in a bathroom) and those iconic adverts shot by Steven Meisel, featuring Kate Moss and Angelina’s ex girlfriend Jenny Shimizu. Believe it or not, that iconic campaign is now 20 years old – and to celebrate CK One’s anniversary, Calvin Klein has released a distinctly modern digital montage of a campaign.
A youthful video with a raw aesthetic, the one minute video is shot by Mario Sorrenti and features all sorts of models and musos, such as Edie Campbell, Sky Ferreira, Dev Hynes, Petra Collins and model couple Marcel Castenmiller and Ali Michael, doing some tongue-lashy snogging. Throughout the albeit jumpy ‘selfie shot’ narrative, the models are bouncing on beds and taking selfies. Tons of selfies. It’s basically a short film made of selfies.
Which is the total point, duh! Because is there a better way to bring a brand into the ‘now’ than with a slew of selfies? ‘SELFIES ARE SO MODERN!’ Calvin Klein thought, sagely. That’s not all, either. They’re also engaging over Snapchat (not sure how you kickstart it), which is quite cool – I’m only snapping if Calvin himself gets chatting – and releasing memes via Tumblr, too.
There’s no denying that Calvin Klein have tapped into a very present form of marketing. A viral campaign like this (and their #mycalvins Instagram campaign) will gather momentum much more so than a traditional pretty picture. Calvin Klein actually revived CK One’s campaign back in 2011, with Lara Stone, but as Fashionista observed, 2014’s offering has a distinctly digital slant to it – meaning that it’s already getting way more attention than it might do otherwise.
And did we mention it’s really sexy?
Follow Pandora on Twitter @pinsykes
This article originally appeared on The Debrief.