Eva Mendes – again naked, again – Calvin Klein
June 17, 2009 by edufashion
Calvin Klein Jeans was singled out by the media on Tuesday for its provocative billboard at the corner of Houston and Lafayette streets in Manhattan, which show a seminude threesome. It’s the kind of media attention the brand thrives on, but soon it will be out with the old ads and in with the new — and for fall, the campaign includes actress Eva Mendes and Jamie Dornan. Steven Klein shot the duo in, true to form, racy new black-and-white images for Jeans and Calvin Klein Underwear. In addition to billboards, there will be Jeans ad inserts in the August issues of Lucky, Elle and GQ, and the September issue of Vanity Fair, as well as cover gatefolds in W, Nylon, Details and Interview. For women and men’s underwear, four-page ad units will run in In Style and GQ. Mendes has developed close ties to the company, adding the new Underwear and Jeans campaigns to her work in Calvin Klein Secret Obsession and the current Underwear campaign. Dornan has worked with the brand for years, previously alongside Natalia Vodianova in fall 2004 and Kate Moss in fall 2006. He’s also in the new Calvin Klein white label ads, with model Edita.
Meanwhile, more campaigns are set to roll out soon, including Calvin Klein Collection with model Jac, shot by David Sims on Long Island, New York. It’s the model’s first appearance in a Calvin Klein ad campaign and she also appeared exclusively in the last runway show. Fabien Baron, who is returning to Interview as the sole editorial director, was the creative director behind Collection, Jeans, Underwear and ck Calvin Klein, which has Jourdan Dunn in ads, shot by Craig McDean in New York. For fall, Calvin Klein will run a total of 1,080 ad pages, globally. — Amy Wicks by wwd.com