Min­i­mal­ist form

Milk Magazine (English) - - JEWELLERY - DOU­BLE BY CALVIN KLEIN calvin­klein.fr

Since Bel­gian de­signer Raf Si­mons be­came artis­tic di­rec­tor at Calvin Klein in sum­mer 2016, the iconic Amer­i­can brand has been mov­ing down a new path, pro­mot­ing a de­sire for co­her­ence and unity be­tween its dif­fer­ent sec­tors, from fash­ion and ac­ces­sories to per­fumes, watches and jew­ellery. Amer­ica, youth and fam­ily are the catch­words of this re­newal, with an added dash of pop cul­ture. How­ever, Calvin Klein’s clas­sic DNA, to which the brand owes its suc­cess, has not been abandoned. The sum­mer ad­ver­tis­ing cam­paign, shot by the tal­ented Aus­tralian pho­tog­ra­pher Lach­lan Bai­ley in the vast open spa­ces of the Cal­i­for­nian desert out­side Los An­ge­les, is a per­fect il­lus­tra­tion of the brand’s de­sire to re­turn to its Amer­i­can roots. The eight models used in the film, all aged 16 to 20, rep­re­sent both cul­tural di­ver­sity and the Amer­i­can spirit. Re­flect­ing this di­ver­sity, Dou­ble, the new line of jew­ellery, read­ily mixes raw ma­te­ri­als, stain­less steel adopt­ing, in turn, tones of cop­per, gold, sil­ver or coal. A sober, min­i­mal­ist col­lec­tion all in curves, com­posed of watches, bracelets, neck­laces and ear­rings, whose in­ter­gen­er­a­tional ap­peal should please the whole fam­ily. (H.L.)

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