WWD – Kendall Jenner loves posing in her underwear. Jenner, one of the most followed and photographed people in the world, will join the steamy society of Marky Mark, Michael Bergin, Kate Moss, Eva Mendes, Justin Bieber, Lara Stone and Christy Turlington, who over the years have all stripped down to their Calvin Klein undies.
In terms of daring, the new underwear ads rank up there with some of Calvin’s sexiest. And the company’s creative team sees the campaign as a reassertion of its risqué tradition, signaling the return of “The Original Sexy.”
The 19-year-old model was shot with Joan Smalls, Isabeli Fontana and Edita Vilkeviciute. The ads break at the end of the month.
“It was super fun. Every girl loves posing in her underwear. It’s always fun to do that,” Jenner, reached last week in London, told WWD. “I’m close with Joan, and me and all the girls are friends.”
Shot by Mikael Jansson in New York, the campaign features individual portraits of the models showcasing an elevated assortment of embroidered lace sling balconettes (a shelf bra that lifts the breasts to enhance their appearance, shape and cleavage), plunge-neck chemises and bodysuits in seductive fits. The ads will focus on the higher-end product, Calvin Klein Black.
“Calvin Klein originated sexy, and we’re going to reclaim, reimagine and reimage it,” said Melisa Goldie, chief marketing officer of Calvin Klein Inc. “We’re bringing together a powerful mix of women from all over the world to celebrate our heritage as a leader in the intimates category.”
The shoot took place at Pier 59 in New York. “I had flown in from Paris from Fashion Week for the day, and flew out that night to do the Chanel show,” said Jenner, who’s emerged as the fashion world’s most in-demand model and lives much of her life in the public eye via Planet Kardashian.
With 30 million followers on Instagram, Jenner plans to post some of the underwear photos on her own page. “The shoot was amazing. Mikael Jansson shot it, and he and I have a good chemistry. Having girls around who are all my friends, the energy was really great,” she said.
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