The female gaze is being increasingly relied upon by brands to create effective advertising (or, if you’re an optimist, to better connect with customers). Fashion houses are hiring big-name female photographers to lens campaigns and increase the buzz-factor of their ads. Calvin Klein is no different, dropping several new videos for its Spring 2017 underwear line, all directed by Sofia Coppola.
Shot in black and white, thus recalling Calvin ads from the ‘90s, the new spots feature Rashida Jones, Maya Hawke, Chase Sui Wonders, Nathalie Love, Laura Harrier, Coppola favorite Kirsten Dunst, and modeling legend Lauren Hutton, to give “insight into a distinctly female world.”
“I just put together some of my favorite girls,” Coppola said in a statement. “I thought it was so cool to see women from 18 to 70 in this playful, sexy way.”
In addition to your standard lingerie commercial of women softly posing in underwear, the series also features the campaign stars in intimate videos in which they talk about first kisses, getting hit on, and other anecdotes. The best of the bunch is arguably Kirsten Dunst talking about her teeth, as she adorably breaks the fourth wall and addresses an off-camera Coppola.
The ads can all be viewed online here.