Becky Kelly takes a closer look at the Kardashian clan as they team up with Calvin Klein in the designers most recent #mycalvins campaign
Another day, another weave in the Kardashian’s web. This week, designer Calvin Klein revealed the fourth set of family faces in their continued “Our Family #mycalvins” campaign, the Kardashian-Jenner sisters. Raf Simon’s continued with his Americana, barn-yard setting campaign images, shot by Willy Vanderperre. The girls join a series of images that have been revealed since November, included other families such as Kaia and Presley Gerber and artists such as Solange and A$AP Rocky.
With the modelling experience of all the Kardashian-Jenner sisters, in particular Kendall and Kim, it is no real surprise that this family were selected to be a part of the campaign hailed as “all things American”. This is not Kendall Jenner’s first time representing the Calvin Klein brand, having starred alongside Justin Bieber in their Spring 2016 campaign. When asked about the change in dynamic when working on the shoot with her sisters, Kendall told Vogue: “They make fun of me by saying, ‘Kendall, teach us what to do,’ but when it comes down to it, they all know exactly what they’re doing”. The explosion of speculation and intrigue surrounding the photos proves just that.
The shots of the well-known brand’s underwear and clothing were somewhat overshadowed by the ever-increasingly popular rumour that the youngest of the girls, Kylie Jenner, is pregnant. The rumours began in September, when it was believed that three of the five sisters, Kim, Khloe and Kylie, were all expecting children. Kim confirmed at the end of September that she and her husband Kanye West were expecting their third child via surrogate. Their daughter, Chicago West, was born January 16.
Khloe Kardashian confirmed her pregnancy back in December, revealing she was six months pregnant with her boyfriend, NBA star for the Cleveland Cavaliers, Tristan Thompson. With two of the three speculated pregnancies confirmed, many suspected that younger sister Kylie would follow suit.
“The Kardashians have mastered staying continuously present in multiple aspects of American culture”
However, Jenner has remained off the radar since September, with virtually no public appearances and limited social media activity. Many believe that Kylie is further along in her pregnancy than Khloe and as Vogue reported, Khloe was apparently already pregnant at the time of this shoot. If both rumours are believed to be true, Kylie would have been carrying a more noticeable bump than her sister in these photos. And herein lies the increased public interest in the Calvin Klein campaign images.
In all of the images revealed, Kylie is featured in the background and her stomach is hidden or concealed. All images feature a red and white quilted Calvin Klein blanket, in two of which Kylie is seen to be covering her stomach with it, most noticeably in the primary photo of the famous clan.
What this shoot and subsequent media coverage proves, is that the Kardashians have mastered staying continuously present in multiple aspects of American culture, from reality television to the fashion industry. The real message of this shoot is their ability to self-promote while maintaining the artistic integrity and standard of Raf Simons’ vision for the Calvin Klein brand. The sisters have managed to increase the speculation around Kylie Jenner’s pregnancy, which by extension increases interest in the Kardashian brand, and at the same time have successfully publicised and promoted the Calvin Klein campaign.
This campaign reinforces the dominance of their far-reaching influence and their skills of maintaining this influence. The continuous omnipresence of the Kardashians, from their endorsements to campaigns, prove that they are respected within the fashion industry while still being the undisputed faces of American reality television. As Kourtney described in their Vogue interview: “We’re definitely a modern family, and Calvin Klein embodies Americana”.