Calvin Klein has unveiled a new campaign for its 2016 watches and jewellery collection, inspired by “life in the now”, seizing the moment and highlighting the precious nature of relationships. The campaign captures several star duos — including mother and daughter Lisa Bonet and Zoe Kravitz — channelling the spirit of the luxury fashion house’s 2016 collection.
Highlighting “the immediacy of time and richness of relationships”, the Calvin Klein 2016 watches and jewellery campaign is down to earth and optimistic, focusing on living for the moment. This is echoed in the campaign slogan “Life in the now — Share your #Ckminute.”
Shot by American photographer Cass Bird in New York, the campaign stars a series of famous duos, including some of the hottest names of the moment. One photo sees Lisa Bonet and her daughter Zoe Kravitz strolling hand in hand, while another sees American actor Will Peltz and his model girlfriend Kenya Kinski Jones getting cosy in the back of a car. Model couple John Hein and Tilda Lindstam are captured in a light-hearted yet tender embrace.
Each black-and-white shot stars a duo in a relaxed, natural pose, with the phrase “Life in the now — Share your #Ckminute” in bright red letters plus a colour visual showcasing one of the watches or jewellery pieces from the new collection.
Calvin Klein is hoping to encourage fans to capture and share their own inspiring moments of spontaneity on social networks with the hashtag “#Ckminute.”