Calvin Klein launched CKunfiltered Jeans, a six-part video series that answers Europe’s most Google-searched questions about jeans. Denim is core to Calvin Klein’s DNA and the videos aim to educate and empower audiences to confidently wear jeans. The videos are hosted by fashion authority Nell Kalonji, a London-based stylist and founding member of the Rubric Initiative, an organization dedicated to addressing the fashion industry’s barriers to entry and supporting a new generation of diverse talent. Kalonji expresses her unique style across six curated topics: summer jeans, mom jeans, boyfriend/baggy jeans, skinny jeans, colored jeans, and below-the-knee. These themes were established in consultation with Google’s creative think tank, Google Creative Works, which analyzed the top searches for denim-related queries from across Europe. ￼ “Jeans are the most universal item of clothing, but for many people, it can feel overwhelming to find the perfect fit, fabric, wash or cut,” says Kalonji. “It’s been an inspiring experience to understand people’s most pressing questions about jeans, and be able to express my own style — honestly and authentically — through six essential denim looks.”
The narrative of the videos is simultaneously informal and informative, as Kalonji interacts with models as she confidently styles bespoke looks from Calvin Klein Jeans. The pieces celebrate ‘90s nostalgia with high-rise, boyfriend, baggy and skinny silhouettes. Vintage-inspired mom jeans feature a high waist and tapered leg, while dad jeans have a slouchy, oversized, comfortable appeal. The versatile high-rise straight silhouette which became famous in the 80s returns with a fitted high-rise top block and straight leg that hits the ankle. These styles are further complemented by a range of skinny jeans (from relaxed to super stretch, skin-hugging fabric), plus summer-ready styles in white, light blue, grey, bleached and destroyed washes.
CKunfiltered: Jeans is the second edition of the CKunfiltered series, following the success of the CK Unfiltered: Bra Talk videos in fall 2020. The project further reflects Calvin Klein’s commitment to engage both new audiences and existing communities through creative, unexpected, digitally-driven content powered by consumer data and insights.