Twenty-one years after Kate Moss’s Calvin Klein campaign debut in 1993 the young beauty Lottie Moss is following in the footsteps of the supermodel and (half) sister in a new collaboration. The debut called ‘The Re-Issue Project’ involves luxury online retailer mytheresa.com and the denim label CK Jeans from Calvin Klein.
The 16-year-old has shot the capsule collection featuring pieces from the 90’s creatively shot by photographer Michael Avedon. These nine re-issued items will be sold solely by the e-retailer from July 15.
The key pieces will comprise of versions of products worn those twenty-one years ago by Kate Moss such as boyfriend tapered, and classic jeans, Calvin Klein’s well-known and popular ‘cK’ t-shirts and jumpers, as well as 80’s style high-waisted skinny jeans originally made trendy by Brooke Shields.
Kevin Carrigan, global creative director of the Calvin Klein underwear, jeans and platinum label, spoke to WWD about the campaign, explaining the purpose behind the project as to keep the brand young and fresh for their consumers. He said:
“Lottie represents the relevant generation of today, but with a historical connection to the house of Klein. She’s cool and wears vintage clothing in her own way.
“This Calvin Klein Jeans capsule is all about a nostalgia for the Nineties and that whole look feeling very right again. It now feels like the perfect time to reissue the brand’s iconic hits to a new generation.”
The project is said to be a success, the trend around revival, op-shopping, and vintage clothing is a hit among young adult women. We are seeing a comeback with high waisted, and boyfriend jeans, the casual and laid back look is not only comfortable but looks great. Bloggers around the world such as Elle Ferguson and Amanda Shadforth are always sporting the trend.
Simplicity really is perfection.
Images via harpersbazaar.com.au
By Amy Miller