Jenner at the 2014 American Music Awards arrivals
on November 23, 2014 in Las Angeles. Jenner is
appearing in ads for the limit-edition #MyCalvins
Denim Series collection.
Kendall Jenner wake the sleeping giant that is Calvin
label hopes so.
19, appears in ads for the limited-edition #MyCalvins
Denim Series collection, pouting in a cropped logo tee
and fleece shorts, including on L.A.ís prime piece of
fashion real estate, the billboard in front of the
Chateau Marmont on Sunset Boulevard. The capsule
collection of í90s-nostalgic high-waist jeans, sporty
oversized tees, sweats and backpacks designed with
Jennerís generation in mind is priced from $58 to $348
and is being sold exclusively at Opening Ceremony stores
until mid-May, when it is scheduled to go wide on
of the pop culture juggernaut that is the Kardashians,
Jenner lent her reality-to-runway star power to the
brand at a launch party at the Chateau in late April.
She was in no mood to talk about her father Bruce Jennerís
TV tell-all with Diane Sawyer that was to air the next
night. Sheís got her own life. As one of the most
in-demand models of the moment, she has taken recent
turns on the runway for Alexander Wang, Balmain and
Chanel, is GQ magazineís May cover girl and a muse to
designer Karl Lagerfeld.
was always something I wanted to do," Jenner said.
"When I was in middle school, me and my friends
would go off and take photos. I even made my own
modeling book. Itís the stupidest thing.
first memory of Calvin Klein was the Kate Moss, Mark
Wahlberg ad. It was amazing," she said, referring
to the sexy underwear spread from 1992 that launched
Mossí career at age 17, before Jenner was even born.
The 1981 Brooke Shields, "Nothing comes between me
and my Calvins" denim ad came out before dad Bruce
even met mom Kris.
the Kardashian machine in motion during the party at the
Chateau was something to behold. First into Bungalow 1
was Jenner, clad in a Band-Aid-sized, Band-Aid-colored
top and miniskirt from the Calvin Klein pre-fall runway
collection. Baby sister Kylie was next, wearing a
Balmain jacket and hot pants. Kourtney and Khloe
Kardashian followed, joining in the photo op. And at the
last minute, as if by chance but obviously part of the
carefully choreographed dance, mom Kris Jenner appeared,
creating a Kardashian flashbulb-popping pileup.
Jenner was picked off to pose with Opening Ceremony
boutique founders Humberto Leon and Carol Lim, who are
alchemists of modern-day shopping, turning their powers
to transform a brand from old to gold onto Calvin Klein
Jeans, just as they have with countless other brands,
including DKNY, Pendleton and Teva.
life in the past year has been so different from what it
used to be," Jenner said of her fashion career,
which does not include being followed by "Keeping
Up With the Kardashians" cameras. She keeps the two
deal with Calvin Klein ó including the #MyCalvins
social media campaign to appeal to her 24 million
Instagram followers ó is part of a bigger strategy to
bring cool back to the 47-year-old clothing company by
tapping into fashionís current nostalgia for the 1990s
and by the brandís heritage of controversial
advertising. The effort kicked off earlier this year
with Justin Bieber appearing in Calvin Klein Underwear
ads, which became widely spoofed, just as Calvin Klein
ads were in the 1980s and í90s.
a brand that provokes conversation," said Melisa
Goldie, chief marketing officer for Calvin Klein."
And for us, one of the most important things is tapping
into a younger audience."
hopes the capsule collection and Jennerís celebrity
will be the start of a new page for Calvin Klein Jeans,
a division of the Phillips Van Heusen-owned American
fashion house that also has ready-to-wear collections
for men and women, underwear, sportswear, hosiery,
eyewear, fragrance and more.
were the first American designer jean, so thereís a
huge heritage there, a huge legacy," said Goldie.
"But itís also a lifestyle brand. Youíre going
to see more of that from us ... being less category
will be interesting to see if the new Calvin Klein Jeans
can elevate the Calvin Klein brand name as a whole. In a
traditional luxury business model, the womenís runway
collection, designed by Francisco Costa since 2003,
would be the engine for the companyís creative growth.
But it hasnít been, in large part because it is barely
produced. Now Calvin Klein seems to be trying to
reposition itself from the bottom up and hoping the
magic will rub off on its myriad collections.
on May 4 jeans star Jenner was planning to wear a custom
Calvin Klein gown to the Met Gala in New York, known
unofficially as the Oscars of fashion. She hadnít seen
the gown yet, which is being designed around the galaís
"China: Through the Looking Glass" theme, but
in the lingo of her generation, she said she is sure itís
going to be "amazing."