Calvin Klein is synonymous with sexy advertising and the clothing company is sparking new controversy with its latest underwear campaign.
The brand’s spring 2016 promotion uses an assortment of social media ads asking users to fill in the blank: “"I _______ in my Calvins.”
Calvin Klein included an array of its go-to faces, including Abbey Lee Kershaw, Kendall Jenner and Klara Kristin, for the racy campaign released Monday.
In one photo causing a stir, Kristin, 23, poses in a skirt above the camera, while the caption reads “I flash in #mycalvins," along with #takeapeek.
People are taking to social media responding to the ad, calling the picture “a new low” and “disgusting" and "unnecessary.”
“They’re trying to connect with millennials, but the ad isn’t about the underwear; it’s more about the voyeur,” Adweek staff writer Kristina Monllos told ABC News. “Something about that feels weird and gross and crass in a way that makes people uncomfortable.”
Another series of photos show Jenner posing provocatively with half a grapefruit and a caption reading “I eat in #mycalvins.”
The bold brand is no stranger to controversy, making waves in the ‘80s with their infamous Brooke Shields ad, in which the actress says, "You want to know what comes between me and my Calvins? Nothing." In the‘90s, Calvin Klein featured Mark Wahlberg, then known as Marky Mark, dancing in a pair of loose jeans and tight Calvins.
Now the fashion brand is tapping into a newer and more social media-friendly generation of celebrities such as Jenner, Justin Bieber and Nick Jonas in its ads.
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