The famous American brand Calvin Klein has always been famous for its non-standard approach to advertising campaigns. Recently, he does not invite ordinary models to photography, but various popular personalities: singers, Instagram stars, and now more actors. The men's underwear collection was decided to be presented on the performers of the main roles in the movie "Moonlight", which won the "Oscar-2017" in the nomination "Best Film".
Masculinity was presented in a special way
On the advertising posters that were published the day after the Oscar ceremony, Alex Hibbert, Mahershalu Ali, Trevant Rhodes and Ashton Sanders appeared. So, 12-year-old Alex presented only a black T-shirt from the new collection, but his colleagues Mahershalu, Trevant and Ashton had a lot more to work in front of the camera. There were underwear in different versions, and t-shirts with jeans, and even a small striptease.
The photographer of black-and-white shots was made by Willy Vanderpierre, and stylized by Olivier Rizzo. After work Olivier said about the photo shoot a few words:
"With this advertising campaign we wanted to show what it means to be a man in our time. Advertising combines courage and sophistication, beauty and restraint. "
In addition, it was in this style that the general creative director of the company, Peter Müller, wanted to see the new collection. He told me about what happened in the end:
"This time we wanted to present the collection to consumers, making a loud statement about masculinity. The actors who played in the "Moonlight" were the best suited to us. I have never come across the fact that masculinity can be so difficult and vulnerable. "
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Raf Simons is a fan of "Moonlight"
The picture of the life of American-American Shiron "Moonlight" strongly impressed the creative director Calvin Klein Rafa Simons. After watching it, it was decided to invite Ali, Rhodes, Sanders and Hibbert to shoot the commercials, although Raf did not know which collection at that time. After it became known that the film is nominated for an Oscar, Simons decided that it would play into the hands of the brand, and offered the actors of "Moonlight" favorable contracts with urgent filming. By the way, all the main characters of the tape, including Naomi Harris, were dressed at the Oscar-2017 ceremony in clothes from Calvin Klein.