Everyday essentials with a festive kick are the name of the game for Calvin Klein’s Lunar New Year capsule collection, spanning underwear, jeans, t-shirts, bomber jackets and more. Celebrating the Year of the Rabbit with a special motif and a bright colour palette, the collection exudes youthful, laid-back energy – just like the zodiac animal which inspired it. Casual separates mesh seamlessly together in this collection, emblematic of Calvin Klein’s timeless easygoing style.
Shot and directed by Chinese fashion photographer Liu Song, the campaign channels the adventurous yet gentle nature of the rabbit, featuring top models in fun, energetic shots which inspire vigorous and festive holiday spirit. From lounging around with friends to balancing on a bike, the campaign aims to show how the clothes from the collection are the perfect companion for an active everyday life.
Comfort is also key to the collection, which encourages audacious living in the new year. But while these clothes may look good for lounging around, they aren’t made for being lazy; rather, the prominence of the rabbit motif and the eye-catching colours – reminiscent of pop art – reflect the liveliness of the holidays. The message is clear for the new year: get out of your comfort zone, both in fashion and in life, go celebrate with your loved ones, and gear up to embark on a new journey.
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Freedom is the theme of the spirited campaign video, which alludes to the collection’s flexibility and versatility, encouraging people to break gender barriers and live adventurously and authentically. The stars in the video multitask as they engage in sudoku and exercise, gearing up for the new year in movement – and in style. In line with the renewed perspectives and refreshed sense of self which come with a new year, the video ends with all the models celebrating together.
To further spread the holiday spirit and explore the concepts of freedom and new adventures, Calvin Klein has also entered the metaverse via Ready Player Me, where customers in Asia can create their own avatars and try on the new collection virtually. Exclusive prizes will also be on offer for participants from across the region who choose to play Calvin Klein’s new adventure game “Calvin Klein Adventure.”
Read ahead to see more pictures from the campaign, and learn more about the new capsule collection here.
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