Calvin Klein Features K-pop Group NewJeans in Fall Campaign
Calvin Klein introduced the final chapter of its fall 2024 campaign featuring the five members of the K-pop girl band NewJeans on Tuesday. The campaign was directed and photographed by Gordon von Steiner, and features Minji, Hanni, Danielle, Haerin and Hyein sporting the brand’s new denim and fall essentials.
The campaign video shows the girls moving along to “It Girl” by Kah-Lo, Karma Fields and Associanu. Across the visuals, they are showing off Calvin Klein’s newest jeans, T-shirts and outerwear.
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“We are so excited to be starring in a Calvin Klein campaign,” NewJeans said in a statement. “It was a natural fit to partner with a brand rooted in confidence and with their team on a campaign that brought our personalities into focus, all while having fun wearing the latest seasonal styles.”
The fall 2024 denim looks that are featured include the barrel, wide and straight-leg fits. The season’s jeans are paired with Calvin Klein’s iconic monogram T-shirts, available in cropped, boxy fits and layered with new outerwear. Other key styles are puffer jacket, bombers, classic truckers and blazers.
The campaign launched globally Tuesday, with content featuring NewJeans on Calvin Klein’s social channels throughout the week. The campaign will also appear on high-impact out-of-home placements around the globe. Campaign posters will be available as gifts with purchase in select markets across Asia, North America, Europe and Mexico.
Known for their girl-next-door image, NewJeans’ music is reminiscent of the 1990s and 2000s. They introduced their first single, “Attention,” in July, 2022, and it was followed by two other singles, “Hype Boy” and “Cookie,” with “the former becoming the longest-running song on the Billboard global 200 by a K-pop female act. Before they started their band, several group members were involved in TV, music and dance. They have been recognized for their influence in the fashion industry.
NewJeans has been featured in several power rankings, includes Forbes’ Korea Power Celebrity 40 and 30 Under 30 Asia.
Among those featured in Calvin Klein’s fall 2024 campaign this season are Alexa Demie, Kid Cudi, Jennie, Jungkook and Kendall Jenner.
Jeremy Allen White, the actor best known for his Emmy Award-winning role as chef Carmen “Carmy” Berzatto in the comedy-drama series “The Bear,” also returned for his second Calvin Klein denim and underwear campaign this fall.
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