One Future
Calvin Klein
Commercial
Miami, Florida
2020

On the eve of the most contentious US election in decades, Calvin Klein is looking to the future. The brand’s latest campaign, ‘one future #ckone’, is a celebration of America’s youth, spotlighting 11 powerful young voices as they contemplate their hopes for the years ahead.

The carefully curated cast come from all corners of the country, and hold vastly different lived experiences. There is a 21-year-old rancher from Wyoming, a 22-year-old violinist from Texas and an 18-year-old activist from Florida, among others. Each one is shot against the backdrop of their hometown, by one of seven photographers.

Youth culture has always been an intrinsic part of Calvin Klein’s DNA, and the brand hopes to inspire “understanding and equality” with the campaign. Offering a platform into the lives of young people from all different walks of life, and hearing their perspective, may encourage “a sense of togetherness and optimism” at a time when it is sorely needed.

On the eve of the most contentious US election in decades, Calvin Klein is looking to the future. The brand’s latest campaign, ‘one future #ckone’, is a celebration of America’s youth, spotlighting 11 powerful young voices as they contemplate their hopes for the years ahead.

Youth culture has always been an intrinsic part of Calvin Klein’s DNA, and the brand hopes to inspire “understanding and equality” with the campaign. Offering a platform into the lives of young people from all different walks of life, and hearing their perspective, may encourage “a sense of togetherness and optimism” at a time when it is sorely needed.