The brand new marketing campaign for Calvin Klein is slightly Dangerous Enterprise and a whole lot of empowered exhibitionism, wrapped in ‘90s nostalgia.
The work features actor Greta Lee in a brand debut that may be this fall’s reply to Jeremy Allen White’s headline-grabbing spring video for the legendary trend label.
Lee, a first-time Emmy nominee for her position in AppleTV+’s hit collection The Morning Present, opens the business with a Tom Cruise-inspired home get together in nothing however socks, Calvin Klein underwear, and angle.
She ultimately dances into the road and goes for an unapologetic public romp in her emblem skivvies (plus a jacket).
The soundtrack is completely different this time—it’s not “Old Time Rock and Roll” by Bob Seger however “We Got the Beat,” a pop anthem from final fempowerment group The Go-Go’s.
‘Body appreciation’ period
Lee, already a world model ambassador for attire and equipment firm Loewe, digs additional into endorsements with the advert, directed by Mert Alas. She lately advised W journal that the Calvin Klein marketing campaign represents her “body appreciation” period.
“I felt like it was more likely I would go to the moon than do this,” Lee stated of the shoot, per the W interview. “This is something that, maybe, I would’ve imagined for myself in my 20s. But it is me now, and I do feel this sense of gratitude of just being in my body, everything that I’ve been through in this body.”
In an announcement from the model, Lee referred to as the trouble “a radical and emotional experience.”
Superstar pores and skin
The 41-year-old Lee, additionally recognized for starring within the critically lauded drama Previous Lives, joins Calvin Klein’s celebrity-packed roster because the model has kicked up a brand new spherical of controversy in 2024. (It’s no stranger to dust-ups about its provocative promoting, which has been extensively copied and parodied).
Early this 12 months, U.Ok. regulators banned its artsy billboard with British musician FKA Twigs, saying it confirmed an excessive amount of pores and skin, however later partially reversed its choice. Adweek has referred to as it out as one of many buzziest outside campaigns of the 12 months.
