Flicking through this months issue of Dazed magazine, we can’t get over how effective the very simple production and concept behind the recent Calvin Klein campaign is! Fair enough they have recruited some of the most influential celebrities of today’s modern media to pose in their 'Calvin’s’ but the shoots are so uncomplicated and de-frilled that the idea is almost genius. With a double fold out advertorial in Dazed, Calvin Klein presents the likes of FKA Twigs, Abbey Lee and Justin Beiber, almost all shot with a plain background or what appears to be a homely minimal environment. With natural make up and laid back styling, you can always glimpse the classic Clavin Klein logo peeking out from their trousers or classically posed in their undergarments. The shoots are very typical of Calvin Klein’s aesthetic, with an added slogan representative of what the individual does in their ‘Clavin’s,’ such as Beiber ‘Glows’ in his ‘Calvins,’ naturally, whereas Kendall Jenner ‘Poses’ in her ‘Calvins.’ It goes to show that with simple but polished production you can create a very effective shoot, the images do not run as a story but are tied together with their stripped back appearance and slogan continuity. This sort of feel is something one could easily create in our in house studio setting over in East London, and we are excited to experiment with up and coming projects! See more of the Clavin Klein campaign here.