Calvin Klein Woos Young People With New Sexting Ads
"Hahah a light threesome never hurt anyone."
Things young people like, according to Calvin Klein: Justin Bieber; The Kardashian-Jenners (well, at least Kendall); Social media campaigns that encourage half-naked selfies. And now, the brand's latest push to ensnare that elusive mistress of a demographic — the millennials — is the exploitation of one of their favorite pastimes: sexting.
Read more Alexander Wang Exits Balenciaga (Report)
In its latest ad campaign, the American brand — which is no stranger to sex-laden controversy — explores the kinky world of digital hookups a la dating apps like Tinder and Grindr. "Raw texts and real stories," reads the tagline for the fall 2015 jeans campaign, which is set against the backdrop of one-night-stands, open relationships and, of course, threesomes.
The accompanying campaign video, which is live on the brand's website and also teased on Instagram, features models getting straight to the point with their Tinder dates (who also happen to be models — can that happen in real life?) while decked out in the brand's #mycalvins denim. The Mario Sorrenti-lensed ads include both images as well as sexting dialogue, which are intended to provide an "editorial narrative" meant to engage viewers more than just images alone.