ESSAY: THE NEW GENERATION
“Living young and wild and free.”
In the beginning of the year 2013 an additional sub-brand of the global retailer Hennes & Mauritz named & Other Stories was launched. Its concept – inspired by social media and blogging. More and more companies embrace the digital culture, adapt to the scrolling and swiping, and even use hashtags in print. H&M launched a sister brand based on the idea of Tumblrs, Marc Jacobs casted his models through Twitter and Instagram for his FW14 campaign, and Calvin Klein released a campaign embracing this shift to all digital everything #ckmeforme.
The campaign was launched this summer, and I must have been living under a rock, or I was busy getting my tan on? The campaign introduces “the new generation“ which apparently changed in the 20 years that the perfume CK One exists from underwear wearing Kate Moss-que models into a bunch of youngsters rolling around in bed, making out and taking selfies.
We just love it.
This campaign is the perfect portrayal of the millennial generation. They are young, wild and free. They only live once, and they communicate through Snapchat. Brands try to pick up on how consumers interact with fashion. Most of them do get inspiration on tumblrs and blogs and companies are adapting to that and make use of social media.
Calvin Klein‘s in house marketing agency CRK used the insights of this shift and is aiming to capture the relevance of the brand for a new generation. And they‘re doing a damn good job. Shot by Mario Sorrenti young creatives like Samantha Urbani, Say Lou Lou or Dev Hynes were casted for this campaign that was shot from the selfie perspective. And of course there is a Tumblr page full of selfies and sexual content accompanying the campaign. We’re just having fun, we don’t care who sees!