Calvin Klein Uses Risque Photos, Sexting and Tinder To Promote New Campaign

Calvin Klein Uses Risque Photos, Sexting and Tinder To Promote New Campaign

Calvin Klein is betting on sexting and Tinder to help fuel the next iteration of its #mycalvins campaign. “Hahah a light threesome never hurt anyone ☺ ☺ ☺” reads the corresponding text message box alongside one of five Calvin Klein Jeans campaign images, a gritty black-and-white photo of two women lounging beside a shirtless man, made to look like it was shot moments before engaging in the suggested act. Another image depicts a woman in an open relationship that is texting with a potential hookup, assuring him that her boyfriend is “cool” with her doing whatever she wants (it’s unclear which paramour she’s pictured with).

“Our past campaigns have been more image-driven and this one was about starting a conversation through provocation,” Melisa Goldie, Calvin Klein Inc. chief marketing officer, told WWD about the next phase of #mycalvins campaign that hits today.

The brand wants to start a dialogue about how real people approach dating in the digital world. All images in the campaign, shot by Mario Sorrenti, contain a box featuring a text message conversation that led to each scenario — along with the tag line “raw texts, real stories” that are “inspired by actual events and people.”

Credits: WWD

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