Calvin Klein introduces the first chapter of a new campaign led by musician and visual artist Solange and her curated cast of artists. The fall campaign introduces the brand’s new call to action, “Our Family. #MYCALVINS.”

The new #MYCALVINS concept has family—both born and made—at its center. Shot by photographer Willy Vanderperre, the first campaign features a “chosen” musical family that includes Solange, Kelela, Dev Hynes, Caroline Polachek and Adam Bainbridge of Kindness. Each cast member wears styles from Calvin Klein’s current underwear and jeans collections.

For the first time, the brand is embracing a digital first, socially powered will communication plan. The “Our Family. #MYCALVINS” campaign will be communicated to a global audience. The initiative will run from Holiday 2017 through the Spring 2018 season and will feature talent from several generations.

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