It’s raunchy, social-media led and intended to resonate with millennials. WGSN Associate Editor of Digital Sam Aldenton reports
As if Calvin Klein hadn’t garnered enough attention with its recent Kendall Jenner-led Autumn/Winter 15 intimates campaign, now the brand has released a sexting-focused denim campaign.
Featuring a series of images and corresponding message boxes with stories of love, lust and sexual desire in the context and vernacular of millennials, it is provocative but representative today’s hook-up culture.
The digital dating and sexual communication landscape currently being shaped by the younger generation is explored, and was influenced by true stories of young adults in New York, London, Sao Paulo and Seoul.
“Calvin Klein Jeans has a long history of combining sexual energy with cultural relevance,” said Melisa Goldie, Chief Marketing Officer of Calvin Klein. “Through this campaign, we’re creating an emotional connection with today’s technology driven generation, highlighting the new normal channel for modern meet-ups.”
The ads will be distributed internationally and in partnership with Vice and Tinder, making this the first time that Calvin Klein has advertised on the social platform. This is an interesting move, as the dating app is becoming something that more brands are beginning to explore according to its founder Sean Rad.
The brand will also be leveraging the combined social reach of the campaign’s models, a move becoming common place among brands who are by both casting according to follower counts and writing social media clauses into their talent’s advertising contracts.
Photographer Mario Sorrenti shot the campaign which features models Grace Hartzel, Ethan James Green, Aya Jones, Julia Van Os, Piero Mendez, Alessio P., Imaan Hammam, Harmony Boucher, Torin Verdone, Laura Julie, Noma Han, Jaime Carpena, Tiana Tolstoi, Reid Rohling and real life couple actor, Will Peltz, and girlfriend, Kenya Kinski Jones and actress Nastassja Kinski.
CAMPAIGNS, EXPLAINED: The looks, the themes, how they’re created and why. Our team of market intelligence experts analyse every detail, every season. Sound good? Join WGSN