“So, what if there’s no tomorrow? There wasn’t one today”: Calvin Klein Jeans and mytheresa.com Reissue 90s Classics
Alasdair McLellan photographs the stoicism of CK Jeans in 032c #18, 2009. Styled by Max Pearmain.
Calvin Klein Jeans and luxury e-commerce site mytheresa.com have relaunched the brand’s 1990s classics, including T-shirts, overalls, sweatshirts, and jean jackets. These were more than just standard casual-wear pieces—they characterised the visual universe created by photographer Herb Ritts and starring Kate Moss and Mark Wahlberg. They epitomised both heroine-chic minimalism and sporty nonchalant in formalism, but above all, CK Jeans has dressed the DGAF attitude.
1992 Calvin Klein ad featuring Kate Moss & Mark Wahlberg, photographed by Herb Ritts.
The reissue is loud with generational nepotism: Lottie Moss, Kate’s half sister, is the face of the campaign, which is photographed by Michael Avedon, Richard’s grandson. “The capsule is all about nostalgia for the 90s and that whole look feeling very right again,” said Calvin Klein Jean’s Global Creative Director, Kevin Carrigan. It’s both sexy and apathetic, conjuring a line from the 1990s classic Groundhog’s Day, starring Bill Murray: “Well, what if there’s no tomorrow? There wasn’t one today.”
2014 ad for Calvin Klein Jeans / mytheresa.com, featuring Lottie Moss, photographed by Michael Avedon.