The Kardashian and Jenner sisters are featured in the 2018 spring-summer global campaign. In the series of ads, the sisters are hanging out in a barn. One ad is a video of them laying down playing a game of never have I ever, as the camera glances over each of the ladies as they speak. It subtly focuses on the items of clothing each Kardashian and Jenner is wearing, which is from either the underwear or denim collection.
Along with the video are several print ads featuring the sisters. One ad has all five of them lying together in items from the Calvin Klein underwear line. The ladies can be seen wearing tighty-whities with matching tops, as they hang out together on the floor of the barn.
Calvin Klein released a statement regarding the new campaign featuring the famous sisters.
"The evolved #MYCALVINS concept has family at its center, a display of unity between strong individuals, further emphasized by the symbolism of the traditional American quilt. This campaign captures these bonds and brings to life different ways we can inspire families, both born and made, to connect with one another, and celebrate the things that unite us." the brand’s statement read.
Don’t expect any pregnancy bump reveals in the new campaign. According to E! News the ads were shot last October. Khloe, who was probably barely showing then, is seen with her hand placed on her stomach or from only the head up. Kylie is dressed in an oversized denim shirt in the video and in the candid ad a large quilt is hiding her belly.
Calvin Klein has a whole new take on their My Calvin’s branding and this time they are adding reality TV’s first family. It is an interesting take on the famous tag line and having the Kardashian-Jenner sisters launch the social media campaign is brilliant. The ad is very subtle, not over the top or extravagant like their television show. One might even say it is unlike the famous siblings. It totally works though.