Everything you need to know about Calvin Klein’s ‘Our Family’ campaign

Words by Fashion Journal

Images via Calvin Klein

More than just the famous faces who front it.

Featuring pop culture’s most influential families – blood-related or chosen – Calvin Klein’s #MyCalvins Our Family campaign marks a new energy for the American brand.

Since its November debut, the campaign has recruited Solange Knowles, A$AP Rocky and their chosen musical families, as well as related families like the Gerber and Kardashian/Jenner siblings, to help create a vision of the modern family.

But there’s so much more to this high-powered campaign than the famous faces who front it. Here’s what you need to know.

It’s a celebration of unity

The series is all about celebrating unity and capturing family ties. Bridging several generations stylistically, musically and culturally, it showcases stories of family and community. Representing a vision of closeness, each family has been selected for its strong individuals and their ties to others.

The shots aim to inspire connection

Although each release taps into a different audience than the last, photographer and long-time Raf Simons collaborator Willy Vanderperre has crafted a seamless series which aims to inspire families to connect with one another. It’s done so by showcasing what unites us. With Solange and her chosen family, it’s music. With the Kardashian/Jenners, it’s sharing everything with one another.

Raf Simons is re-embracing the brand’s American roots

Since joining the Calvin Klein branding 2016, Raf Simons has brought together the brand’s diffusion lines and labels under one creative vision. Throughout his short time at the helm, he’s placed a lens on various symbols of Americana throughout both his designs and marketing campaigns.

One such symbol is the traditional American quilt, which has been strategically placed throughout each Our Family shot. The quilt, which has become a unique American tradition, is a symbol of a union of different ethnic and cultural traditions and represents the bonds of history and family.

#MyCalvins is recapturing Calvin Klein’s millennial audience

It’s no surprise the brand has seen a huge reach with the rollout, re-capturing its millennial audience through its use of influencers and social media hashtags.

Attracting hype through its use of famous faces, the brand has been promoted through viral image-sharing on social media – Kim Kardashian West shared this campaign image to over 107 million followers, receiving 2.6 million likes.

Since its inception in 2014, the #MyCalvins tag has invited consumers to join the trend, sharing their own images of Calvin Klein unity. Today, #MyCalvins has had over 541 thousand shares on Instagram.

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