La nueva campaña de Calvin Klein colabora de nueva cuenta con la icónica modelo Kate Moss, quien se convirtió en una leyenda por haber protagonizado anuncios para la marca estadounidense y junto a esta colaboración, la marca ha recurrido a un fuerte número de personalidades para publicar su nueva ejecución publicitaria.
— IMONATION (@THEIMONATION) 6 de julio de 2016
legend Kate Moss for Calvin Klein 2016 Ad Campaign. This is EVERYTHING pic.twitter.com/DH9I13hiuB
— diego (@shadesof666) 6 de julio de 2016
Young Thug and Frank Ocean’s ad campaign for Calvin Klein pic.twitter.com/zregqL8Tq6
— HIP HOP FACTS (@DailyRapFacts) 6 de julio de 2016
En la nueva campaña para la temporada de otoño 2016, Calvin Klein decidió recurrir a todo tipo de personalidades: desde la modelo inglesa Kate Moss, lo que significó su regreso a la marca, hasta la editora de moda en Vogue US, Grace Coddington.
Entre los otros personajes que acompañan a los nuevos protagonistas de la campaña están Mo’ne Davis, jugadora de beisbol de tan solo 15 años o el rapero Frank Ocean.
La campaña recuerda estrategias similares aplicadas por marcas como Marc Jacobs, que en su última estrategia publicitaria se apoyó de personalidades como Susan Sarandon, Kendall Jenner o el cantante Marilyn Manson.
SUSAN, Seduction Like so many teenagers, I spent countless Friday and Saturday nights at midnight screenings of The Rocky Horror Picture Show at the 8th Street Playhouse (which is still standing!) and the Festival Theatre on 57th Street (which has long since closed). TRHPS was a coming of age and right of passage. It became an invitation (or excuse) to dress up and express oneself fearlessly. The cult classic made it cool for boys to wear sequins, satin and fishnets. I fell in love with Susan Sarandon’s onscreen portrayal of Janet during her “loss of innocence” scene by way of a crossdressing alien and her giddy, ecstatic rendition of, “touch-a, touch-a, touch me…” There was a subtle rebellious quality that I found in Susan with how she chose to play Janet and perhaps (as I now look back on it) her decision as a young actor to take a role in a film that challenged the notion of gender roles. In the hyper-stylized, gothic film, The Hunger, Susan’s portrayal as the lesbian love interest of vampire Catherine Deneuve was yet another progressive challenging of normal and a testament to Susan’s artistic exploration of boundaries. It was in my early days at Perry Ellis when I first had the privilege of meeting Susan. Her intelligence, courage, strength, conviction and ballsiness has always been so admirable to me. There’s an inherent seductive quality in Susan as a woman who always speaks her mind and an artist who takes risks. Her talent as an actress is one of extraordinary range, talent and power. The stunning Susan Sarandon by David Sims for our Fall ’16 ad campaign.
Una foto publicada por Marc Jacobs (@themarcjacobs) el
KENDALL, Supermodel I will always remember the first time I met Kendall during castings for our Fall 2014 fashion show. Katie Grand invited her to come by the studio for a brief introduction before she was photographed for the model boards. At the time, I knew very little about Kendall… As history now has it, her very first fashion show was for Marc Jacobs Fall 2014. Kendall has since been a part of every show along with being featured in our Spring ’15 ad campaign (also shot by David Sims). It goes without saying that Kendall has gone on to establish an incredible career for herself and every bit of it is a testament to her hard work, passion and desire. During castings for Fall ’16, due to the enormous height of the boots we designed, we had to make certain that each girl was able to walk (and walk safely). Kendall slid those boots on and walked around the studio as if she was in a pair of running shoes: statuesque, confident and just as enthusiastic and excited to be doing the show as if it was her first one. For me, it is the ability of a model to effortlessly transform into a look and character that makes her so appealing and inspiring. Photographed by David Sims for our Fall ’16 ad as a Goth Goddess is the sweet, kind and ultimate professional, Kendall Jenner.
MANSON, Brains and Beauty Ironically, I met Marilyn Manson on Halloween in Los Angeles shortly after the release of his album, Antichrist Superstar in 1996. It was after meeting him that I started listening to his music- in large part because I was intrigued by his persona and curious about his perverse and incredible intellect. The Beautiful People and its accompanying music video with all its gorgeous grotesqueries is what sweet dreams are NOT made of… The incredibly powerful and frenetic pace of the video with the attenuated and elongated Manson pulled, disfigured and contorted by means of surgical devices, dental apparatuses and other contraptions is absolutely nightmare inducing and an outrageously captivating attraction of repulsion. For our Fall 2011 fashion show, there was no better song to send the girls marching down our boudoir comme insane-asylum runway than, The Beautiful People. It was the perfectly twisted companion for that collection which played at a volume that nearly shook the walls down. In direct contrast to the outward hideous beauty of Manson’s stage persona is his instinctive, inherent intelligence and understanding of what matters. These days more so than ever I am reminded of Manson’s interview in the documentary film, Bowling for Columbine and his response to a question asking what he would say to the kids and Columbine community in the wake of the tragedy that took place in 1999. His response was, “I wouldn’t say a single word to them. I would listen to what they have to say, and that’s what no one did.” Sometimes knowing when to listen is more important than being heard, and in one sentence Manson left a stronger impression on me than his music ever had previously. Marilyn Manson photographed by David Sims for our Fall 2016 ad campaign.
Una foto publicada por Marc Jacobs (@themarcjacobs) el
Las estrategias publicitarias antes mencionadas recuerdan que la inversión en publicidad que se registró en revistas de moda estadounidenses durante 2013 fue de 469.33 millones de dólares en revistas como Vogue y 483.83 mdd en otras publicaciones como es el caso de InStyle, según MPA.
Es importante acotar que la implementación de este tipo de estrategias se lleva a cabo cuando la actual tendencia de consumo está determinada por estilos de vida de los compradores que demandan mayor empatía con su realidad.