Joanna Reagan Ewing

Calvin Klein x UO:

Calvin Klein x UO:

I Austin in #mycalvins

While acting as Executive Creative Director, I led the UO Creative Marketing and Brand Imagery teams in the development and execution of the creative campaigns for our multi-year partnership between UO and Calvin Klein. Our goal was to make Urban Outfitters the top-of-mind retailer for Calvin Klein customers aged 18-28.

We launched our strategy of highly recognizable imagery, social media coverage, and influencer seeding in Fall 2015. Partner assets merged with UO product photography across digital platforms, e-commerce sites, and retail shop-in-shops to bring about about a relevant lifestyle context to the 90's nostalgia-driven collection.

To maximize awareness of the collaboration, we launched our social video channels with Calvin Klein's "I Austin in #mycalvins," a collaborative SXSW activation hosted by Snapchat star DJ Khaled. The collection was promoted via live broadcast from a secret event at Austin's South Congress Hotel, with performances by Young Thug, Aluna George, Empress Of, and Twin Shadow.

Credits + Thanks

Brand Partner
Calvin Klein

Editorial Photographer
Ben Russell
Lauren Layne
Event Photographer
DJ Khaled, Young Thug, Justine Skye, Empress Of, Aluna George, Twin Shadow

Creative Director, Brand Imagery
Christine Thornton
Director of Creative Marketing + Content
Rachel Albright
Music Director
Ron Ubaldo
Social Media + Video Managers
Lynn Kostelny, AJ Quon, Alayna Giovannitti

Executive Creative Director,
Brand Marketing + Imagery
Joanna Reagan Ewing

Chief Creative Officer
Sue Otto

Project Date
Fall 2015—2016

“While Urban’s most successful products may be from bygone eras, the retailer has been very millennial-focused when it comes to marketing. Executives boasted an Instagram follower count increase of 65 percent to more than 5 million, with Snapchat viewership up 25 percent month over month.”

—Fashionista, Urban Outfitters Sees Sales Spike From Nostalgic Collaborations

“Millions follow every move of Snapchat enthusiast DJ Khaled, so it’s no wonder his followers mobbed the Urban Outfitters Space24Twenty outpost in Austin, Tex., as soon as he announced his surprise in-store appearance on Thursday to celebrate Calvin Klein’s launch at the retailer.”

—WWD, SXSW 2016: DJ Khaled, Young Thug Perform to Toast Calvin Klein, Urban Outfitters