Calvin Klein unveils new campaign featuring Gerber siblings

By

Cassidy Mantor

Published
Jan 5, 2018

PVH Corp is taking a family focus with its newest Calvin Klein Jeans campaign which features model siblings Presley and Kaia Gerber, and the slogan "Our Family My Calvins".

The brand explains that the new My Calvins campaign is an evolved concept with "family at its center, a display of unity between strong individuals, further emphasized by the symbolism of the traditional American quilt."

The campaign aims to inspire people to unite and connect with their birth families as well as their chosen social families.

Presley and Kaia Gerber were shot by photographer Willy Vanderperre who aimed to create a narrative around the concept of the birth family. The siblings are modeling core styles of Calvin Klein Jeans that are available both in store and online.

Calvin Klein Jeans' My Calvins campaign began in 2014 as a digital-first initiative. Influencers were mobilized in 12 global marketplaces to promote the brand through selfies using the hashtag "My Calvins."

Calvin Klein first added the Our Family story to its My Calvins campaign in November 2017. At that time, the brand featured Solange, Kelela, Dev Hynes, Caroline Polachek and Adam Bainbridge of Kindness modeling as a chosen family molded by musical passions and creative pursuit. Rappers and artists in ASAP Mob were also featured.

The Gerbers' Calvin Klein Jeans campaign will run through Spring 2018.