Calvin Klein has rediscovered its cool cachet with a new campaign featuring the ubiquitous Kardashian-Jenner clan.
The campaign is clearly aimed at the ’20-somethings’ market and sees the five siblings lolling about in a range of CK knickers and bras.
CK is apparently using the sisters in an attempt to snare back some of the youth market in the US taken by disruptor brands such as Aerie that have aggressively marketed themselves with a more wholesome approach promoting attributes such as natural beauty and self-acceptance.
It’s also another kick for the likes of Victoria’s Secret who, it’s been reported, has lost its underwear crown in the US to CK as younger consumers turn-off from its raunchy marketing approach and overly thin supermodels. Ironically, young Kendall Jenner had been one of Victoria’s Secret ‘Angels’ for the past couple of years but that relationship now appears over.
However, Kardashian-Jenner fans have been quick to react to the social media campaign called #MyCalvins, namely because 20-year-old Kylie Jenner was apparently four months pregnant when the campaign was shot, while others are calling out a major Photoshop fail.
If you look closely at big sister Kim in the middle of the photo above there’s a serious re-touch problem going on with her left arm.
The campaign also includes a YouTube video of the sisters playing a game of “never have I…”. Check it out below, but be warned it is slightly nauseating.
Check out some more stills from the shoot below:
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