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.