American fashion label Calvin Klein has recently launched the Calvin Klein Jeans Black series. For the first campaign, the iconic label cast model siblings Lucky Blue Smith and Pyper America Smith to star alongside each other.
The Smith siblings have been gaining popularity since being discovered in California. While Lucky has been working on and off the runways, Pyper has been balancing modeling with her satirical Instagram account.
Much like the Balmain Fall/Winter '15 campaign, the Calvin Klein Jeans Black campaign captures these beautiful siblings interacting with one another as well as alone. The ad was shot by Rory Payne in Brooklyn, NY and is edited in a monochromatic finish while the colored behind-the-scenes shots display the liveliness of the brother-sister duo.
Key Themes Behind This Trend
- Sibling Marketing
- Brands can explore creative ways to showcase siblings in their campaigns to attract a wider audience and add emotional appeal to their products.
- Monochromatic Branding
- With Calvin Klein's Jeans Black campaign, companies can experiment with the use of monochromatic finishes in their advertising to create a unique visual impact on their target audience.
- Satire Influencers
- As seen in Pyper America Smith's career, brands can leverage satirical influencers on social media as a way to inject humor into their campaigns and appeal to a younger, digitally-savvy audience.
Where This Applies
- Fashion
- Fashion companies can adopt the use of siblings in their advertising to showcase their products and add an emotional appeal to them.
- Photography
- Photographers can experiment with the use of monochromatic finishes in their work to display a unique visual style.
- Social Media
- Brands can leverage satirical influencers on social media to add humor to their campaigns and appeal to digital natives.
