Calvinism

Calvin Klein Jeans 1981 Men’s campaign by Bruce Weber

The American poster boy for minimalism, Klein presciently understood the power of sexual tension and a violated innocence — reoccurring themes that would become hallmarks of his future campaigns and revolutionize fashion marketing.

Andy Warhol, Calvin Klein, Brooke Shields, and Steve Rubell at Studio 54, 1981

With copy by Doon Arbus, film commercials by Richard Avedon, and print campaigns by Bruce Weber, Calvin Klein and Barry Schwartz had hired top guns to craft the image for their faltering designer denim venture. What they didn’t realize was that they were also crafting a new genre of fashion marketing, re-appropriating  American puritanical prudishness and the youthful, sexual vigor it had inhibited.

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