Calvin Klein has revamped its Eternity imagery with a new advertising campaign featuring actor Jake Gyllenhaal, model Liya Kebede and four-year-old Leila...
The brand explained that the ad concept is about,
"Calvin Klein's longstanding ideas of romance, love, intimacy, and commitment. Today, those values continue with the focus very much on contemporary life."
In an America rife with socio-racial tensions and in the throes of experiencing the disquieting ideology of fear and hate of white supremacists, the fashion house has made the choice of portraying a family and love story which crosses the perceived divide of origins.
And by the way, "race" is an imaginary construct put in place by an economic and political system, which attempts to justify oppression and exploitation thanks to brainwashing and the rule of force. It has no biological reality. It's a haphazard over-simplification of the wide spectrum of biological nuances that interplay with each other. It is as grotesque and meaningless as deciding that Earth will be led only by people who are redheads, the 1%.
In real life, Gyllenhaal is a Californian of aristocratic, Swedenborgian, Swedish, English and Jewish heritage, considering himself Jewish. Kebede is Ethiopian-born, with a French experience and now living in the States where she created a clothing label, Lemlem (Blooming in Amharic) and established the Liya Kebede Foundation which focuses on maternal, newborn and child health.
The campaign shot in black and white by Willy Vanderperre reasserts the values of a more optimistic America, one which believes in the melting pot and the history of invaluable contributions made by generations of immigrants who have planted their roots in US soil.
This year, the Brokeback Mountain actor appears in two new films, Stronger by David Gordon Green, about the story of a survivor of the 2013 Boston marathon bombing, and Nocturnal Animals by Tom Ford, a psychological thriller about an ex-husband and ex-wife, with a revenge theme.
Eternity for women was launched in 1988 and inducted in the Fragrance Hall of Fame in 2003. Eternity for men was introduced in 1990.
The Calvin Klein brand is well known for its wish to be expressive of societal ideals about youth. It is therefore to be noted that in 2017, it feels that it is the right time for them that diversity be on their agenda.