Morph: Liquid as Form, Not Fabric

Inspired by the timeless and simplistic nature of Calvin Klein’s most iconic piece - the t-shirt - this advertising concept explores the boundaries between form, texture, and identity. Using Midjourney and Generative AI as a creative tool, the project reimagines the classic white and black Calvin Klein t-shirts through a series of visually striking compositions where fabric is never sewn, only formed. Drawing from amorphous textures and liquid abstractions, each image captures a moment of transformation: viscose matter morphing the lines and contours / silhouette of a t-shirt on concrete (another raw form of organic matter). The result is a new take on minimalism: sensual, elemental, and raw.

AI-Driven Visual Language

Through meticulous prompting and digital craftsmanship, Generative AI was used to translate intangible inspiration - fluid movement, surface tension, and gravity - into compelling visual narratives. The slogan "Not worn. Formed." anchors the campaign with poetic clarity, encapsulating both the essence of the garments and the radical approach to their depiction. While avant-garde in execution, the imagery remains rooted in Calvin Klein’s DNA: clean, bold, and textural. Each piece feels tactile and powerful, as if painted by a modern Jackson Pollock rather than stitched by hand - an homage to the brand’s legacy of quiet provocation and sensuality.