Items19The creator’s order
- 1
Calvin Klein (fashion house)Brooke Shields jeans campaign, 1980
The template for everything Calvin Klein did next. Richard Avedon shot and directed a 15-year-old Shields in tight jeans, and one line, asking what comes between her and her Calvins before answering "Nothing," did the rest. TV networks pulled spots because the…0 - 2
Calvin Klein (fashion house)Tom Hintnaus underwear billboard, 1982
The ad that made men's briefs something to look at. Calvin Klein hired Bruce Weber for a $500,000 campaign, and Tom Hintnaus, photographed in white briefs, went up on a Times Square billboard. It treated the male body the way fashion had long treated women's,…0 - 3
Levi Strauss & Co."Launderette" TV ad for 501 jeans, 1985
Probably the most effective jeans commercial ever made. First shown to British viewers on Boxing Day 1985, the Bartle Bogle Hegarty spot has model Nick Kamen walk into a laundromat, strip to his boxers and wash his 501s while Marvin Gaye's "I Heard It…0 - 4
Guess (company)Claudia Schiffer's first Guess campaign, 1989
The campaign that gave a mid-priced jeans label a whole visual identity. Paul Marciano paired photographer Ellen von Unwerth with a young Claudia Schiffer, and von Unwerth's black-and-white pictures, with Schiffer in denim and a lace bustier, made her…0 - 5
Calvin Klein (fashion house)Mark Wahlberg underwear campaign, 1992
Herb Ritts photographed Mark Wahlberg, then a young rapper rather than an actor, showing off his physique in Calvin Klein underwear, and the images became some of the defining pictures of early-1990s pop culture. It was the moment the logo waistband became…0 - 6
Benetton GroupDavid Kirby AIDS campaign, 1992
The peak of Oliviero Toscani's years at Benetton, and still the hardest image here to look at. That year Toscani stopped shooting his own pictures and began running news photographs under the United Colors of Benetton logo. The best known was Therese Frare's…0 - 7
Calvin Klein (fashion house)Kate Moss for Obsession, 1993
Calvin Klein sent an 18-year-old Kate Moss and her boyfriend, the 20-year-old photographer Mario Sorrenti, to the British Virgin Islands, and the nude, unpolished pictures that came back made Moss the face of Obsession. Her arrival in the campaign is widely credited…0 - 8
Wonderbra"Hello Boys" posters, 1994
Two words and one photograph. Trevor Beattie at TBWA London wrote it, Ellen von Unwerth photographed Eva Herzigová in a black Wonderbra looking down at her own cleavage, and the posters went up in Britain for the bra's relaunch starting on Valentine's Day 1994. A Merrill…0 - 9
CK OneLaunch campaign, 1994
A year after Obsession, Kate Moss returned to Calvin Klein for CK One, this time with Steven Meisel behind the camera. The product itself was the idea: one fragrance sold to men and women alike, and the campaign's casual, unisex crowd of young faces made that feel like a…0 - 10Calvin Klein (fashion house)Jeans campaign in the wood-paneled room, 1995
The campaign that went too far, even by Calvin Klein's standards. Steven Meisel shot young-looking models posing in a small, wood-paneled room, and how young they appeared became the whole story. The outcry reached the White House: President Clinton…0
