With the new season fast approaching, there is many a beaut campaign landing online right now. But Calvin Klein’s latest #mycalvins ads are a little different to the rest. The brand is well known for it’s ability to sex up denim, but for autumn/winter 2015, the designer campaign taps into online dating and ‘sexting’, featuring a series of model shots accompanied by ‘sexts’ based on real life situations.
Yep, from “You know he’s not as good as me”, to “We gotta buy your roommate some ear plugs,” there’s no denying that Klein has surpassed all provocative expectations we previously had of the brand. In fact, we reckon this ad might just have pipped a nearly nude Mossy and a frolicking Lara Stone and Justin Bieber to the post.
Of course, with photographer Mario Sorrenti behind the lens and real-life glamazon couple Will Peltz and Kenya Kinski Jones (Quincy Jones’ daughter) fronting the campaign, it was destined to be a statement-maker.
Chief Marketing Officer Melissa Goldie said: “Through this campaign, we’re creating an emotional connection with today’s technology driven generation, highlighting the new normal channel for modern meet-ups.”
Indeed, as well as gracing the billboards of Britain, the ad will also be infiltrating our Tinder feeds. Goldie told The Cut that the shots will randomly appear on the app as users swipe left and right. We’re off to pray for a match..