To promote their new fragrance ‘ck2’, Calvin Klein have enlisted American photographer Ryan McGinley to shoot a series of images and a film that capture the “the diversity of connections between two people”. For this campaign, McGinley, who is known for his portraits of naked youth in rural America, has shot a group of young people including Instagram It-kid Luka Sabbat, Sung Jin Park (who’s already been shot by Steven Klein and Tyrone Lebon for Calvin Klein), model twin sisters Kelsey and Baylee Soles and new face Erin Eliopulos.
For this shoot, McGinley looked further afield than his usual US backdrop, taking the group to Puerto Rico. The film follows the stories of four young couples (straight and gay) as they do various things including jumping of a pier, dancing around a bonfire, flashing oncoming traffic and riding around on a motorbike. It’s not the first time Calvin Klein captured ‘young love’ for its ad campaign – just last season the brand unveiled a Mario Sorrenti-shot campaign featuring screenshots of ‘sexts’.
The fragrance itself is not described as gender-neutral but as “gender-free”. It’s “a new gender-free fragrance for men and women that embodies the thrill of life” the brand explains, proving that it’s keen to communicate with the millennial generation by capturing their attitudes, as much as their love lives. After all, the concept of a smell being gendered sounds quite archaic if you think about it.