The long awaited Heron Preston for Calvin Klein is here with a major campaign shot by Renell Medrano
Through a shared vision, Heron Preston and Calvin Klein created a collection for real people. Preston came in as a creative consultant, first examining what he considered the brand’s most necessary and iconic pieces: the underwear, the white shirt, and expanded from there, remaining firmly within the guardrails of what is essential – no more, no less.
Preston says, “This goes beyond just a normal collaboration. I call it a collaboration 2.0., as the work we did, and how we did it, goes beyond just product design and placement. We tried to reshape and develop a new business language, while still fully embracing and respecting Calvin Klein’s culture, experience and history.”
“Working with Heron was such a perfect place to start. He sits at the crossroads of culture, interconnecting various disciplines – threading ways between youth and creativity. His modern way of thinking, and his approach to design and sustainability are very much aligned to the Calvin Klein brand. Heron brought a level of integrity to this collaboration, one that goes beyond the hype and actually wants to change from the inside out and influence the product,” says Jordan.
ABOUT THE NEW COLLECTION:
This collection serves as a minimalist canvas for creative exploration. The clothes come alive when worn by different people. It is a collection of pieces which are essential, but not generic. It is an elevation of baseline pieces that can be incorporated into any style. True to both the Calvin Klein brand DNA and Preston’s personal approach to design, the collection carries a unisex approach, Preston’s storytelling around essentials focuses on the pursuit of simplicity, revisiting styles and obsessing over details, always incorporating something new. A plain white t-shirt gets gussets under the armpits. Pieces are finished with raised ribbing and stitching that almost looks 3D. There is a special interior and exterior branding element to this collection. It is all about using familiar things in unfamiliar.
"The collection is so clean and sharp yet with amazing shapes and variety of cool colors such as ocean blue, orange, red and of course white, beige, grey etc. Definitely plenty of must-have pieces in the collection." We especially love that the collection was developed with close attention to environmental consciousness and more sustainable practices, a critical element to both Preston and Calvin Klein. All options were carefully considered: raw denim is used to save water, organic and recycled cotton are heavily featured, and packaging is plastic- free.
ABOUT THE BEAUTIFUL CAMPAIGN:
The campaign celebrates the raw and youthful spirit at the core of Calvin Klein’s brand identity and globally-recognized aesthetic. It is about capturing personality in natural moments and showcasing the lived experience of the clothing. The campaign takes an organic approach and features a diverse cast from Preston’s close circle and people who inspire him. From icons such as Nas and Stevie Williams to newcomers Jordan Alexander and Sabrina Fuentes, Calvin Klein continues its tradition of both seeking out emerging talent and fresh faces, to showcasing legendary figures reverberating the brand’s aesthetic and cultural attitude.
Explore more abut the new collection which is now available and campaign here: https://www.calvinklein.nl