Lina Kutsovskaya
—Creative direction for I______in #mycalvins campaign Spring 16 ∕
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In 2016, Calvin Klein continued to push boundaries with the phenomenally successful I ___________ in #mycalvins campaign. Rather than promoting the static, physical sexiness of the selfie, this approach drove home the idea that life itself is sexy. It reflected the current generations belief that you are defined by what you do and how you love.
Photographed by Tyrone Lebon, the campaign placed unknown street-cast models next to superstars such as Margot Robbie, Frank Ocean, Young Thug, Kendall Jenner, and Justin Bieber. The campaign embraced the humanity and vulnerability of its cast, allowing them to be their authentic selves and create a sense of intimacy between brand, talent, and audience.
My process of creating a campaign or advertising concept is not that dissimilar to another Russian. A great Russian Writer, Vladimir Nabokov. The pages are still blank, but there is a miraculous feeling of the words being there, written in invisible ink and clamoring to become visible.
Photographed by Tyrone Lebon
