It seems hard to believe that Raf Simons only debuted his vision for Calvin Klein little over 9 months ago, because "New Calvin" has already become completely entrenched in our fashion and pop culture visual lexicon. The latest #MYCALVINS campaign stars Mother of the House of Everything Solange Knowles and her extended musical fam, the great Devonté Hynes and Kelela alongside Caroline Polachek and Adam Bainbridge of Kindness.

Beautifully shot by Willy Vanderperre, the images redefine the concept of a double denim barnyard hoedown forever, which undoubtedly aligns with Raf Simons’ strategy to recontextualise Americana culture. Oh, to be a quilt on a floor. The cast was curated by Solange and she praised the result for “capturing us so authentically us”.

Launched on the classically iconic Soho billboard, the “Our Family. #MYCALVINS” campaign will also be followed up by multiple projects through the spring of 2018. This news comes right after Calvin Klein announced a partnership with shipping giant Amazon on exclusive underwear ranges - bypassing the traditional department stores - and holiday season pop-ups. In temporary stores in New York and L.A. until December 31, you'll be able to use Amazon tech in the changing room to ask questions about Calvin Klein products, change the music and lighting and via an app you can request on-site customised embroidery.