Calvin Klein’s Fall Denim Ads Redefine a Meaning of ‘Sex Sells’

July 31, 2015 - fall Denim

Photo: Mario Sorrenti/Calvin Klein Jeans

Calvin Klein’s promotion plan relies on a simple, verified formula: Take some prohibited immature celebrities and models, mislay many of their clothing, and boom, you’ve got a billboard to stop traffic. Recent campaigns involved Kendall Jenner in a thong and Justin Bieber display off his tattoos. But for fall, a code is holding a sex-sells mantra in a new instruction with a denim campaign, partnering with Tinder on a array of ads about sexting.

The images, shot by Mario Sorrenti, still underline copiousness of prohibited bodies, though this time, content — as in, an tangible content message — sits front and center, mouth-watering viewers to suppose they’re creeping on private conversations. Adding to a voyeurism, one of a debate images stars a real-life couple, actor Will Peltz and his partner Kenya Kinski-Jones, daughter of Quincy Jones and singer Nastassja Kinski. They’re graphic canoodling underneath an emoji-heavy content sell in that a man asks his partner not to come home utterly nonetheless since he’s bringing home a date. An asterisk during a bottom notes, “Inspired by tangible events and people.” 

Photo: Mario Sorrenti

Photo: Mario Sorrenti/Calvin Klein Jeans

In other words, a ads plead a ancestral (and historically controversial) Calvin Klein thesis — not usually sex, though a feeling that you’re saying something that you’re not ostensible to see. But while they’re certainly on-brand, they also feel like a step brazen for a association that usually final summer was still relying on Kate Moss nostalgia to sell a products. Sure, it’s frequency groundbreaking amicable scholarship to note that modern dating involves a internet, and yes, there’s something uncomfortably forced about pegging an ad campaign to those crazy millennials and their iPhones. But a ads don’t usually commend that we’re vital in an age of Tinder; they’re indeed appearing on Tinder, that is a new part. 

The partnership with Tinder consists of an in-app debate in that users can select to appropriate right or left. The code also teamed adult with Vice, that final year lifted $500 million on a strength of a supposed bargain of what a kids are into. This fall, a images will run in 10 Vice markets — though usually on a website, not in a imitation magazine. (They’ll seem in some-more normal imitation markets starting subsequent month.) The distinguished Calvin Klein billboard on Houston Street in Soho will underline an picture starring a same-sex couple, models Reid Rohling and Ethan James Green, and photos from a debate will seem in less-traditional formats like LED screens in cities like Bangkok and São Paulo.

Photo: Mario Sorrenti

Photo: Mario Sorrenti/Calvin Klein Jeans

With so most income during stake, conform promotion tends to hang with what it knows. While Burberry has gained plaudits via a attention for a innovative digital campaigns, not many brands have indeed followed suit. Models sexting competence feel like aged news, though in a business where printed pages in a conform repository are still deliberate a apex of prestige, promotion on Tinder is not something we should take lightly.

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