Global icon Calvin Klein have released their new SS16 campaign. Imagery and video were shot by the inimitable Tyrone Lebon, with an added collaborative boost from the likes of Harley Weir, Jamie Hawkesworth, Tobin Yelland, David Sims and the Lebon family, Mark and Frank Lebon.

Calvin Klein has moulded the campaign to represent all of its lines (Calvin Klein Jeans, Calvin Klein, Calvin Klein Underwear and Calvin Klein Collection) simultaneously. Musicians, activists, models and even street-cast models are captured in Klein to represent the brand’s dedication to diversity, while connoting the vibrancy and explosive influence of today’s youth culture: HERO 13 cover-star Justin Bieber, FKA Twigs, Fetty Wap, Joey Bada$$, Kendall Jenner and Kendrick Lamar are some of the famous faces employed by the label.

Within the campaign imagery is the call to action, “I ________ in my #mycalvins”, prompting the social-media savvy species to use their imagination – be it tame or salacious – and get involved.

“This campaign is representative of how culture is evolving as we speak. We’re bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation,” Melisa Goldie, CMO of Calvin Klein, Inc., explained about the campaign’s significance. “Millennials reject labels when it comes to their own identities, and they want products that are personalised and individual… people don’t want traditional one-sided advertising anymore. Instead, they want to participate in campaigns that capture their imagination.”