The xx Song Doubles Up as Calvin Klein Ad
Calvin Klein CCO teams up with Alasdair McLellan to create branded content promo for indie band.
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Credits
powered by
- Artist The XX
- Director Alasdair McLellan
You may have noticed that I Dare You, the latest track from The xx, looked a bit like a print campaign. Angular-faced models with beautifully-airbrushed skin, against artsy ambient backgrounds… It looks a bit like a Calvin Klein ad… hell, they’re even wearing Calvin Klein sports bras.
And you’re not wrong. Calvin Klein’s CCO Raf Simons teamed up with photographer and filmmaker Alasdair McLellan to come up with the idea and create something to match the brand and band.
Starring Romy Madley Croft, Oliver Sim and Jamie Smith from The xx, other celebrities also feature in the promo, such as Stranger Things actress Millie Bobby Brown, Moonlight actor Ashton Sander and Paris Jackson, all of whom have previous ties with the brand. And of course, they’re all kitted out in Calvin clothing.
Filmed in LA, the stylised promo successfully merges fashion with music so that if you watched the spot, you may not realise Calvin Klein’s involvement… but you’d be subconsciously tempted to head into their store. Good work!
