Since a 15-year-old Brooke Shields starred in a commercial for Calvin Klein Jeans in 1980, the fashion label is been no stranger to controversy in marketing its collections. Calvin Klein‘s campaign for Fall/Winter 2015 continues this tradition albeit incorporating thoroughly modern elements such as sexting and Tinder. Shot by Mario Sorrenti, the campaign’s models are about to get hot and sweaty in images that are overlaid with a text message box showing the preceding arrangements made: in one image, two women lounge over a shirtless man, with a corresponding text message reading, “Hahah a light threesome never hurt anyone ☺ ☺ ☺.” In another, one person asks the other, “So what…he’s just cool with you doing what you want?” hinting at the existence of an open relationship. The images are finished off with a tagline saying, “Raw texts, real stories.”
Calvin Klein will also launch an in-app campaign on Tinder in the fall, allowing users to swipe right or left. This is part of an integrated digital effort across 27 markets that, in addition to physical outdoor media, will include everything from in-book advertising, a roll-out on all platforms under Vice Media, and promoted content on Facebook, Instagram, Twitter and YouTube in an effort to expand the brand’s already 20 million-strong social media following. To date, #mycalvins is the brand’s most successful digital marketing campaign, involving over 600 influencers from 31 countries including the likes of Justin Bieber, Kendall Jenner and Lara Stone.