Mert and Marcus Talk Capturing Calvin Klein’s Spring 2023 Calvins Or Nothing Campaign

MERT AND MARCUS ON CAPTURING CALVIN KLEIN’S

SPRING 2023 CALVINS OR NOTHING CAMPAIGN

IN AN EXCLUSIVE INTERVIEW WITH CR, THE PHOTOGRAPHERS DISCUSS CREATING THE BRAND’S LATEST CAMPAIGN FEATURING KENDALL JENNER, BLACKPINK’S JENNIE, AND MORE.

BY VIENNA VERNOSE MARCH 15, 2023

Few fashion campaigns are more recognizable than Calvin Klein’s. For decades, Calvin Klein’s powerful black and white imagery featuring a new crop of current leaders and powerhouse teams have not only come to represent a signature visual tone for the house, but have also informed the brand’s cultural influence generation after generation.

Continuing on the calvins or nothing campaign series, Calvin Klein unveils a new chapter of the concept for spring 2023 highlighting a casting of dynamic talent across various industries that underscore the campaign’s roots in unadulterated confidence. Among the star-studded group of existing ambassadors and friends of the brand are BLACKPINK’s JENNIE, Kendall Jenner and FKA Twigs, as well as Michael B. Jordan and Aaron Taylor-Johnson in their debut campaigns for the brand captured by photography team Mert Alaş and Marcus Piggott.

Showcasing Calvin Klein’s latest underwear and jeans collections, the brand reimagines the essentials that have defined it through a contemporary lens. For jeans, Calvin Klein returns to ’90s silhouettes that feature various washes and shapes, such as the sculpted denim bra and ultra-high cropped wide leg jeans. Everyday essentials, including the Athletic and Modern Cotton Performance offerings as well as Modern Cotton bralettes, are shown alongside sensual options, such as the Sheer Marquisette and the Geo Lace triangle bra, ensuring there’s a little something for everyone this spring.

illustrating each campaign star through some of the brand’s most intimate images yet, Mert and Marcus discuss bringing to life the narrative of the new calvins or nothing campaign in an exclusive interview with CR below.

Mert & Marcus

CR: How would you describe Calvin Klein’s visual history?

Mert & Marcus: Iconic, soulful, minimal, I feel Calvin Klein marked their vision on the generation in the 90’s so precisely and so deeply.

CR: Previously, we’ve seen some iconic Mert and Marcus Calvin Klein campaigns, tell us about your relationship with the brand and reuniting in this new chapter?

Mert & Marcus: We have collaborated with Calvin Klein for many years. I guess there is a natural connection and matching of sensibilities. As soon as a model puts on a pair of Calvin Klein jeans, I somehow know what I should do.

Mert & Marcus

CR: What was your vision for capturing Calvins or nothing visually?

Mert & Marcus: I wanted to go back to the basics of Calvin Klein’s DNA. It is about being true to the soul, with a new eye that represents this moment in time, and actually maybe something for tomorrow.

Mert & Marcus

CR: Are there any key strategies you employ to ensure images are impactful and true to the campaign’s vision?

Mert & Marcus: I always begin any kind of campaign with the casting. For me, the first important point is to be able to capture the talent in a way so they belong to the concept—and most of all, reflect what I’m feeling in that moment within their photo. So, concept, casting, brand DNA together in a Mert and Marcus blender!

Mert & Marcus

CR: What was it like working with this dynamic cast of talent in the campaign?

Mert & Marcus: It was fun actually. Everyone that participated in the campaign has their individual point of view in the arts. Some I knew closely, some I just met for the cause. For example, I didn’t know Aaron was such an incredible dancer. I mean I knew he dances, but not to this extent—he was overwhelmingly talented!

Mert & Marcus

CR: Do you have any favorite moments with the campaign stars on set?

Mert & Marcus: It was fun from start to finish. We had amazing music, obviously very loud. A bunch of lights, an extremely talented cast, and a camera—what else?