As Calvin Klein’s Raf Simons continues his focus on all things Americana, it’s only fitting that the label has chosen one of the country’s most discussed families for its latest campaign: The Kardashian-Jenner sisters.
“Family is everything,” says Kim Kardashian West, “so when we’re all together doing something special like this, it means so much.” The “something special” she’s talking about is appearing in the global campaigns for Calvin Klein Jeans and Calvin Klein Underwear alongside her four sisters Khloé and Kourtney Kardashian, and Kylie and Kendall Jenner. “We were all in a group text before saying how lucky we are to do this together and that it’s going to be the best day,” adds Kim.
That sense of adventure and togetherness was at the crux of the campaign, shot by Willy Vanderperre, at a secret location in Los Angeles. The images portray the sisters posing together in a barn-like setting, and its focus on family unity is what drew the sisters to the idea. “As sisters, we talk to each other all the time,” adds Kourtney. “We’re definitely a modern family, and Calvin Klein embodies Americana.”
The Kardashian-Jenner family are just the latest in Calvin Klein’s new family-oriented jeans and underwear campaigns, which have been rolling out on social media since November. The first was a group of artists including Kelela and Dev Hynes picked by Solange Knowles; the second, the A$AP Mob; and the third were Kaia and Presley Gerber. Every campaign was shot in the same rustic local with Calvin Klein’s patchwork blankets also featured. The multi-month roll out—and A-list stars—is a new tack for the Calvin Klein brand at large, which previously issued just two big seasonal campaigns.
But if we’ve learned anything from Simons’s tenure as the brand’s chief creative officer, it’s that things are changing for the better. In the past year, he’s led a revamp on the Madison Avenue store, turning it into an Instagrammable art installation, and partnered with Amazon Fashion on innovative holiday pop-ups in New York and Los Angeles. The sisters are obviously fans of his direction, too. “Raf had this American vision in a barn with my family,” says Kim, with Kendall adding, “Everything we wore, the ranch where we shot it—it was all iconic.”
As for the new collection worn by the Kardashian-Jenners, the pieces harken back to the label’s ’90s heyday. Think Mark Wahlburg and Kate Moss-era minimalism with bras, tanks, boy-shorts, and more intimates in black or white trimmed with the house’s signature logo. Meanwhile, the denim takes cues from its more expensive sister label, 205W39NYC, with band-uniform striping and cowboy details. The collection’s most expensive piece, a tuxedo-stripe jean, tops out at $168.
The sisters all have their favorite pieces from the collections. Kylie cites the bras and underwear as a particular standout. “They are so comfortable, and I’m still obsessed with them today,” she says. Kendall also agrees, citing the brand’s Modern Cotton bralettes as a staple. “I have them in every color,” she says. Kendall first starred in Calvin Klein Underwear’s Spring 2016 campaign alongside Justin Bieber, and was also shot for the Calvin Klein Jeans campaign back in 2015. So what was different for the model pro this time around? “Working together, [which] is rare,” says Kendall. “They make fun of me by saying, ‘Kendall, teach us what to do,’ but when it comes down to it, they all know exactly what they’re doing.”
Khloé, who was pregnant while shooting the campaign, hopes the new campaign will ultimately shed light on the family’s authentic dynamic. “The bond we share is infectious,” she says. “Even though we pick on each other like normal siblings, we are each other’s biggest supporters . . . I want people to see unity, loyalty and strength. We’re a mix of everything, and I think family is the ultimate American dream.”