With a brand-new logo and "By Appointment" collection underway, Raf Simons's Calvin Klein vision is starting to take shape. And we finally get to see how the Chief Creative Officer interprets the American label in advertising with its spring 2017 campaign, which debuted on Tuesday. Dubbed "American Classics" and photographed by Willy Vanderperre, the ads showcase Calvin Klein's signature items — denim jeans, a cotton tank and white men's briefs — alongside the contemporary works of famous American artists Andy Warhol, Sterling Ruby, Richard Prince and Dan Flavin.
"It's a celebration of Calvin Klein's iconic underwear and jeans; acknowledging their status as Pop and showing them in the world of art," said Simons in a statement shared on Instagram. The campaign is a testament to how Calvin Klein's classic garments helped build the foundation of American fashion, as much as Warhol's artistic renderings of Marilyn Monroe, Brillo pads and Campbell's soup cans define a part of the American art world.
The brand also notes that Prince's text-heavy artworks tie in nicely with the new Calvin Klein logo adorning the models' briefs. "Not that we’d confuse the branding with the wearer's identity, as Lorraine did with Marty McFly," says the label's website, which refers to a pop culture-friendly scene in the 1985 film "Back to the Future." Lorraine, played by Lea Thompson, keeps calling Michael J. Fox's Marty McFly by the name "Calvin" because of the waistband logo on his underwear. Though Simons is making big changes to the fashion house — as any creative director would or could do — it's nice to see that he still ties everything back to its roots.
If this is how Simons plans to visualize Calvin Klein moving forward, we're excited to see what he'll have in store for his debut show this coming New York Fashion Week.