Calvin Klein

Jun 2023

For the 2023 Calvins Or Nothing campaign, Calvin Klein leans into a masterclass of stripped-back luxury fashion photography. Under the sharp creative direction of Cedric Murac, the project strips away the noise to spotlight the brand's iconic silhouettes through a minimalist lens. Photographer Brianna Capozzi captures an array of international talent, including athletes Alex Morgan, Chloe Kelly, Kenza Dali, Mana Iwabuchi, and Mary Fowler, in a series of intimate, high-contrast black and white portraits. By utilizing high-key studio strobe lighting and clean, seamless grey backdrops, the campaign channels an editorial aesthetic that prioritizes authentic expression and natural skin textures over elaborate staging. The execution relies on a consistent, deliberate visual language—often featuring slicked-back wet-look hair and relaxed denim layering—that draws the eye directly to the signature branded elastic waistbands. These images oscillate between full-length athletic compositions and extreme close-up portraits, utilizing cinematic chiaroscuro to emphasize form and muscle definition. This project avoids the spectacle of traditional advertising, opting instead for a quiet, self-assured confidence that feels both timeless and contemporary. By maintaining a rigorous, minimalist consistency across all formats, the campaign serves as a polished exploration of identity, movement, and the enduring appeal of foundational fashion staples.

Vertical, Commercial, Monochrome, Clean

White Seamless

Advertising Campaign