A Fender Stratocaster Dressed in Calvin Klein: IXYXI’s Sonic Contribution
Calvin Klein, a brand synonymous with minimalism, modernity, and bold expression, has long used tailor made music composed by IXYXI to complement its visual campaigns.
How to sonically synthesise an iconic brand that has impacted cultural history since 1968? Maybe an instrument that has been doing it since 1954!
Working on several campaigns, IXYXI’s challenge was to be able to adapt to each very distinct mood whilst keeping a continuous sonic thread running through them all.
“We had the concept of having one instrument be present on all the campaigns so as to give them tonal coherence, now the challenge was this meant both a laid-back cool R&B, a Jazz or a hard-hitting punkish Rock. We thought there was only one instrument that versatile in our arsenal: our 1988 Strato!”
Calvin Klein evokes the guitar as a symbol of both minimalism and timeless style, while also embodying boldness and innovation. The guitar, an instrument that has seamlessly merged with countless styles throughout history, serves as a foundational element of the modern era. Similarly, Calvin Klein’s garments are versatile, adapting effortlessly to any context or situation. "We thought: Calvin Klein is like a Stratocaster: bold, iconic, and unique, yet it blends perfectly with almost anything you pair it with."
In all IXYXI’s Music Pieces for Calvin Klein, the guitar plays a central role. Much like the brand’s clothing, it appears in diverse contexts, each with distinct intentions. A 1988 Fender Stratocaster, equipped with vintage-style single-coil Strat pickups from the ’60s, was used to create the sound. This iconic tone, like Calvin Klein itself, has shaped cultural history, spanning genres as varied and iconic as rock, disco, metal, punk, indie, R&B, blues, and jazz.
These are some of the ways IXYXI 'dressed' their iconic guitar:
Spring 2024 Sportsware:
Here the Strato doing what it was born to do: being loud and sexy
Fall/Autumn 2024:
Now more relaxed and sensual.
Spring 2024 Underwear:
The guitar subtly weaves its way into this ambient composition, drowned in reverb to be disguised as a synthesizer pad, so as not to disrupt the intimacy.
Spring 2023 Sportswear Women:
Turn up the volume and speed up your 1969 Chevrolet Camaro!
Spring 2023 Naturals:
Now here’s where we took it the further from a 'guitar sound' chopping it with heavy tremolo for a synth lead that still keeps the iconic Stratocaster tone.
“For us, creating compositions for Calvin Klein - a brand with over 50 years of tradition - is a significant responsibility. A brand’s sonic signature is an essential component of its overall essence. To reflect this, we delved into its history, explored its aesthetics, and collaborated closely with the CK team to fully grasp the brand's vision and message. While every campaign is unique, we aimed to weave a consistent sonic thread through all musical pieces. We think of a person who can change garments and styles, but whose personality, attitude, and scent remain the same. In other words, we strive for music pieces that change colour but share the same scent.” said IXYXI.
