03 Sep 2024
Calvin Klein’s Fall 2024 campaign has arrived, and it does so with a captivating presence: acclaimed actor Greta Lee. In her debut for the iconic brand, Greta Lee brings a fresh perspective to Calvin Klein’s timeless style, embodying authenticity, sensuality, and empowerment in every frame.
Directed and shot by the visionary Mert Alas, the campaign captures the essence of everyday moments through a new lens, as Greta moves confidently through her day, bathed in the morning sun. Styled in Calvin Klein’s latest underwear, Greta’s powerful persona is on full display, reflecting a raw and intimate energy that resonates with the brand’s ethos. The campaign film, set to the pulsating beat of The Go-Go’s “We Got the Beat,” further amplifies this energy, presenting Greta in a light that is both familiar and refreshingly new.
“Being a part of this campaign means a lot to me because I was able to truly show up as myself and lean in to a side of myself that I've never shown before,” shared Greta Lee. “Working with Mert and the Calvin Klein team, and dressed almost exclusively in underwear, I tapped into this sense of confidence, empowerment, and gratitude for my life, my family, and my body. It was a radical and emotional experience for me, and I’m so proud of it.”
The Fall 2024 collection draws inspiration from the electric energy of the city in autumn, where architectural textures and a cityscape’s dawn-to-dusk color palette breathe new life into Calvin Klein’s essential styles. This season’s underwear collection reimagines the brand’s iconic designs with modern updates. The Modern Cotton Air line offers a fresh take on Calvin Klein’s emblematic underwear, featuring a lightweight modal blend and mesh lining for breathable support. The New Tonal Logo styles balance sophistication with comfort, showcasing matte shine construction in new seasonal hues. Meanwhile, the Sheer Marquisette collection, with its allover lace design, stands out when paired with loose denim or poplin shorts, creating a look that is both contemporary and effortlessly chic.
The campaign launched globally on August 20, 2024, with content featuring Greta Lee pulsing across @calvinklein’s social channels and high-impact out-of-home placements worldwide. As the season unfolds, Calvin Klein’s Fall 2024 campaign will continue to reveal new chapters, following the brand’s dynamic talent from morning to sunset, and shining a new light on its timeless wardrobe essentials. Stay tuned for what’s next.
