Following on from the brand’s campaign starring Dazed cover star Kendall Jenner earlier this year, Calvin Klein Jeans has unveiled its new AW15 visuals shot by Mario Sorrenti. In what the brand has described as “an innovative sociological experiment turned fashion campaign”, Calvin has delved into the world of digital dating. The campaign stars a cast of models and actors pictured in suggestive positions, along with screenshots from a real-life online encounter. Both a gay and three-way couple are thrown into this sexually-charged mix.
These ‘sexts’ include “Hahah a light threesome never hurt anyone,” “You know he's not as good as me,” and “We gotta buy your roommate some ear plugs”. “Through this campaign, we’re creating an emotional connection with today’s technology driven generation, highlighting the new normal channel for modern meet-ups,” said Melisa Goldie, Chief Marketing Officer of Calvin Klein. Obviously the brand has a reputation for sexually provocative advertisements – one that dates back to a 15-year-old Brooke Shield’s iconic “Do you know what comes between me and my Calvins? Nothing” campaign in 1980.
Watch the brand's AW15 campaign film below: