In
this sun-flattened frame,
Elaine Irwin lies back in long grass beside a bicycle wheel, jacket
half-zipped, looking up at the lens as if it had wandered over on its own. It
is Calvin Klein selling, in the autumn of 1989, by taking almost everything
away. The loud decade was already deflating: the padded shoulders, the jewel
tones, the Dynasty-grade excess that had dressed the money of the eighties
suddenly looked overcooked, and a recession was on the way to make it look
worse. Klein read that shift before most of the industry would admit it was
happening, and the campaign he sent out that September answered the moment by
subtraction: black-and-white film, an ordinary-seeming girl, and nothing you
would call styling.
Calvin Klein in 1989 was two businesses wearing one name, and only one of
them was really high fashion. At the top was the Collection, the runway line,
expensive and severe, the clothes that got written up as American minimalism
and shown on the season's most-wanted faces; I've looked before at
the Fall 1989 Collection,
restraint pared back to a bias cut and a bare shoulder, with Christy
Turlington and Elaine Irwin both in it. Underneath sat the engine that
actually paid for everything: the denim, the underwear, the fragrance. The
jeans alone were running at something like a hundred and fifty million
dollars a year by the late eighties. Obsession had already turned a scent
into an empire, and a year before this campaign
the same black-and-white register
had sold Eternity as the wholesome opposite of Obsession's heat. He sold
prestige at the top and sold the feeling of that prestige, cut with cotton
and priced for everyone, at the bottom. The reach shows in
one of the season's ads,
Elaine wrapped in a plaid throw on a chaise with the wordmark set beneath her
and three cities under that, Boston, Palm Beach, Dallas, the stores where the
mood was actually for sale. The whole trick was making the cheap thing carry
the expensive mood.
What was changing in women's clothes was really a change in what women were
being asked to perform. Power dressing had told a woman to armor up, to prove
she belonged in the room by matching its hardest edges. The new mood wanted
the reverse: ease instead of armor, a body-skimming line instead of a built
silhouette, grey and white and black instead of the full paintbox. You can see
the shift even in the tailoring:
a dark trouser suit
worn open over a plain top, the shoulders gone soft, authority implied rather
than announced. Armani had been quietly arguing for the same thing for years,
and Donna Karan was building a whole business on jersey and drape. It looked like restraint, and
restraint, done richly enough, signals money with nothing left to prove. Klein
didn't invent the idea, but he sold it to America more fluently than anyone,
and in doing
so he set the thermostat for the entire next decade.
The timing sharpened it. A decade of dread around AIDS had quietly reweighted
what a healthy, glowing body signalled on a magazine page, and the oncoming
recession was making the wholesome look less like blandness and more like
sense. A campaign built on ease and clean skin wasn't only a styling choice;
it read the national mood back to the nation and called it taste.
The look of the campaign came straight out of the house style Klein had built
with Bruce Weber, whose black-and-white pictures had already been shaping the
brand's advertising for years. Weber didn't photograph fashion as spectacle. He
shot it as American weather, all sunlight and skin and unbothered physical
health, closer to a family snapshot than an advertisement. The same weather
runs through
a pine-shadowed frame,
the white shirt open, a cardigan slung over the shoulders, a bicycle at the
edge of it, everything scrubbed of effort. There's no styling you'd stop on,
no drama, nothing you could obviously point at and buy. That was the pitch. The clothes are almost incidental to the
mood.
Which is why the choice of Elaine Irwin carries more weight than it first
appears. Klein could have fronted the campaign with any of the era's
monumental faces, and the Collection did exactly that. For the advertising he
wanted something the supermodels had mostly trained out of themselves, a
plainness that passes for honesty. The biggest names were hardening into
logos of their own, monuments you booked at the price of everything else in
the frame, and a face like that would have pulled focus onto itself and off
the mood the campaign was selling. Irwin was known but not yet a monument,
which is exactly what the job needed. She was born in 1969 in Gilbertsville,
Pennsylvania, and she looked it: healthy, open, unmistakably homegrown, the
kind of pretty that never announces itself as exotic or costly. The plainness
had range. In
a printed silk headscarf
she reads patrician, closer to Grace Kelly than the girl next door, the same
face doing old-money composure without shifting a muscle. By the end of
the decade
the all-American face
would be its own booked-out category, and Klein was early to understand what
it was worth.
She wasn't the waif who would arrive with Kate Moss a few years later and
knock the whole scale down. She still carried the glow and the robust health
of the eighties model, but she carried it without the hauteur, and that made
her a near-perfect hinge: familiar enough to trust, clean enough to point
straight at the decade coming. There's a hard commercial logic underneath the
sentiment, too. A face that looks like the customer sells to the customer.
Fold her into an armchair in
a cabled winter sweater
and the picture barely registers as an advertisement so much as a person you
might know. The glamazons sold aspiration, the fantasy of turning into someone
unreachable; Irwin sold recognition, the quieter and more durable idea that
the clothes were already yours, that you would look like this if you simply
relaxed into them. For a house whose real volume moved in denim and cotton,
recognition was worth more than fantasy.
She would go on to the predictable places: Victoria's Secret, Ralph Lauren,
the magazine covers, a 1992 marriage to John Mellencamp that briefly turned
her into tabloid property. The 1989 pictures are the ones that fixed what she
was for. They caught a very specific instant, the last of one decade's sunlit
health handed straight into the cool restraint of the next, and they made the
handoff look like nothing at all. If you were Calvin Klein in the autumn of
1989, nothing at all was the most expensive effect money could buy.