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Calvin Klein has banded together with acclaimed American actress Greta Lee for its new fall campaign, marking her debut with the brand.
The collaboration, shot and directed by award-winning photographer Mert Alas, is marked by a spot accompanied by a photo set that sees Lee in everyday moments as she sports the new collection.
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Set to the sounds of The Go-Go's "We Got the Beat," the short film is an energy-packed dance number that lets Lee's bold personality shine with every frame.
Commenting on the campaign, Lee expressed her gratitude for taking part as she was "able to truly show up" as herself and leaned into a side of herself that she's never shown before.
"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," Lee shared.
Calvin Klein's Fall 2024 collection takes inspiration from the energy of the city, boasting architectural textures and colors that reflect the city from early mornings to late nights. It includes Modern Cotton basics with updated material that prioritizes breathability, comfort, and elegant designs.
"A big part of the campaign is just really owning who I am today in the fourth decade of my life," Lee explained.
It's no secret that Calvin Klein's brand marketing strategy of constantly partnering with high-profile celebrities is a tried-and-tested formula that has fans of both the brand and its collaborators always waiting for the next one.
The latest marketing initiative from the world-famous brand and the actress follows a string of collaborations that have taken the internet by storm in the past few months.
In January, the fashion giant teamed up with "The Bear" actor Jeremy Allen White to sport its Spring 2024 collection, with Alas once again taking reigns behind the camera.
Ad agencies shape these campaigns by blending creative direction and strategic messaging to bring the brand's vision to life.
The campaign had social media buzzing, so much so that other brands have spoofed the spot, adding their own comedic twist to it.
A Day With Greta Lee
The short 45-second spot sees the "Past Lives" star sliding her way through the halls of a sunlit house, dancing comfortably and confidently in her Calvin Klein lingerie set.
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Fast cuts of the actress dancing, performing workouts, and strutting catwalks grace the viewers, as Lee dons a sleek leather jacket and heads downtown.
In the city, the actress waltzes, jumps around, and raises her fists to the beat of the music before sitting down to enjoy a cup of coffee, closing the spot.
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