#MYCALVINS – PROVOCATIVE OR PORNOGRAPHIC?
The Calvin Klein #mycalvins campaign has swept across social media, starring celebrities like Kendall Jenner and Justin Bieber clad in little more than underwear. The images have reached millions - but this campaign is not
The Calvin Klein #mycalvins campaign has swept across social media, starring celebrities like Kendall Jenner and Justin Bieber clad in little more than underwear. The images have reached millions – but this campaign is not without its critics. Some have denounced the brand, saying that the advertisements are too sexualised and inappropriate for public viewing, referring back to Klein’s controversial ads with heroin chic Kate Moss and teenager Brooke Shields in the 90s as evidence of their lack of taste.
But although some the images of #mycalvins may be racy (as you might expect from an underwear company!) it is never crude. The faces of the campaign cover all ages, genders and races – a rare thing for mainstream ads. Moreover, the use of POC and older people don’t feel exploitative; the stars use their own words in the campaign, giving a voice to the models who are usually just bodies. And by opening up the campaign to the public – who are encouraged to take their own photos and hashtag them #mycalvins for a chance to be included in their official galleries – Calvin Klein is allowing those who are rarely given centre stage to take the spotlight, if even just for a selfie.
Here are our favourite images from the #mycalvins campaign.
Creative-director-at-large of Vogue, former model, mentor to rising talent, and self-professed cat lady; it’s no wonder that this dynamic 75 year old “purrs” in her Calvins.
Street-cast feminist teen Rhi Blossom is diverting from their involvement in art groups like School of Doodle and Elastic Collective to make tan lines cool again.
This outspoken actress and model goes her own way; and never more so than in this assertive and provocative photo.
This singer, rapper and songwriter has had fans on tenterhooks waiting for his long-awaited album, but this touching shot may help soothe their impatience.
This avant-garde musician (and partner of Robert Pattinson) wins at pretty much everything, not just in her Calvins.