Calvin Klein has launched its new Autumn campaign featuring broody models, lots of skin and reference to the hook-up culture of sexting.
The underwear retailer is no stranger to risqué campaigns with scantily-clad protagonists, often using celebrities to push the underwear.
The retailer made waves when recruiting Justin Bieber and Lara Stone as the faces of the campaign #mycalvins. However this further iteration of the #mycalvins campaign focuses more on provocation.
Calvin Klein’s chief marketing officer, Melisa Goldie told US publication WWD: “Our past campaigns have been more image-driven and this one was about starting a conversation through provocation.
“We saw a behaviour happening out there — and not just [with] the younger generation. It’s really dating via digital. It’s authentic and true to how this consumer communicates. We’re highlighting the truth about dating – the meet up, the hookup and the freedom that you have through the digital dating landscape and how instantaneous it is.”
The ad features a number of text messages between people, asking them to ‘send pic’ and ‘come ovr when he leaves’ and at the end said it had been inspired by real events and people.
Check out the ad below.