Calvin Klein today unveils its Fall 2024 campaign starring acclaimed actor Greta Lee in her debut for the brand.
In a campaign directed and shot by Mert Alas, everyday moments are seen through a new lens as Greta moves confidently through her day. Styled in the brand’s latest underwear, the power of her persona is captured as she steps out into the morning sun – authentic, sensual, and empowered. The campaign film, set to the rhythm of “We Got the Beat” by The Go-Go’s, amplifies her energy and statement-making styling in a new light, for a new season.
“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,” said 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.”
Fall 2024 is inspired by the electric energy of Fall in the city, evoking architectural textures and the color palette of a cityscape from dawn to dusk, shedding a new light on Calvin Klein’s essential styles. Calvin Klein’s Fall 2024 underwear reenergizes the brand’s icons with modern details and styling. Modern Cotton Air updates the brand’s emblematic underwear with a lightweight modal blend and mesh lining for breathable support, while Modern Cotton Lace marries intricate designs with comfort stretch. New Tonal Logo styles balance refinement with comfort, featuring matte shine construction in new seasonal colors while Sheer Marquisette’s allover lace design pops when styled with loose denim and poplin shorts.
The campaign launches globally on August 20, 2024. Content featuring Greta will pulse out on @calvinklein social channels throughout the week and will appear on high-impact out-of-home placements around the globe.
Calvin Klein’s Fall 2024 campaign will roll out throughout the season, following the brand’s dynamic talent in moments from morning to sunset, shining a new light on the brand and its timeless wardrobe essentials. Stay tuned for the next chapter.