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Calvin Klein Employs Awkward “Sexting” For New Campaign

Thursday 30 July 2015
Words Ailis Mara

Calvin Klein has released a campaign they hope will resound with millennials, via the ordinarily secretive and shady realms of Tinder and sexting.

The brand is certainly no stranger to a good controversy, with a long history of employing questionable and over-sexualised ads to appeal to a younger audience. Previous campaigns have featured Justin Beiber, Kendall Jenner, and most problematically, a 15 year old Brooke Shields.

Now, CK have just released new campaign images featuring awkward message-exchanges between a variation of same-sex and straight models. The online dating narrative is a clear move to re-align their previously controversial, sexed-out image to the dulled palate of today’s youth.

Before you laugh, it’s worth noting that their #mycalvins campaign has helped raise their Instagram audience to over 2 million.


Check out the ads below.


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