"Unlike some brands, where the focus of the messaging has fuzzed with time and the passage of differing creative visions, our images of Klein remain crystal clear: blue jeans, white briefs, the raw sexuality of those black-and-white Obsession adverts, Kate Moss in a slip dress, Christy Turlington in a white shirt, the euphoric gender flux of CK One."
"Leoni is astute and refuses to be weighed down. She's forging her own path at Calvin Klein, and although she's embedded herself in the archives, those archives are more about image than actual garments. She told me she'd been pawing through the rare contact sheets from those Steven Meisel CK One ads from 1994 - which is my moment, honestly."
Calvin Klein's cultural identity is anchored in instantly recognisable images: blue jeans, white briefs, Obsession adverts, Kate Moss in a slip dress, Christy Turlington in a white shirt and the gender-fluid CK One. Those images retain sharpness and varied personal meanings across generations, presenting both a creative advantage and the challenge of editing a sprawling legacy. Veronica Leoni pursues a distinct path, mining image-focused archives rather than garments and selectively reinterpreting iconic campaigns. The Steven Meisel CK One contact sheets and the bottle's distinctive pebbly frosting exemplify how imagery and scent provoke strong collective and personal memories.
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