A new take on #MYCALVINS for Raf Simons’ CALVIN KLEIN
In 2017, Raf Simons was still relatively new at the helm
of CALVIN KLEIN but had already begun to create a
world of “New Americana”.
Many facets of CALVIN KLEIN
had already been touched by this vision, except for its most
essential, grounded and pop-culturally
infused part of the business: #MYCALVINS.
We looked to one center element of
Americana that remained unchanged in Raf
Simons’ new vision: family. And we opened
up the expected and overtly-individualistic
“my” to a togetherness that is “ours”.

Related or bound by shared dreams, portraying“families” meant showing unity between a patchwork of strong individuals
Photography and styling by Willy Vanderperre and Olivier Rizzo, respectively.





