#Provocative. The new Calvin Klein Jeans campaign, released today, is getting everyone a little hot under the collar - and it's not just the steamy shots. Each image, shot in New York by Mario Sorrenti, is accompanied by a text box depicting a 'real life' digital pick-up - racy (and yes, sometimes cringe-inducing) conversations that hint at what's to follow in the suggestive shots. "A light threesome never hurt anyone," reads one; and "gotta buy your roommate some earplugs," reads another. We hope someone at CK headquarters is ready for the complaints to roll in...
With the tag line, "raw texts, real stories," the campaign taps into the Tinder revolution and aims to convey the gritty reality of digital dating. The fashion house has even collaborated with Tinder on an interactive in-app campaign, the first time they've advertised on the digital dating platform.
Related story: The original sexy: Kendall Jenner and co bare all
"Calvin Klein Jeans has a long history of combining sexual energy with cultural relevance," says Melisa Goldie, the brand's chief marketing officer. "Through this campaign, we're creating an emotional connection with today's technology-driven generation, highlighting the new normal channel for modern meet-ups."
Instead of tapping a big name for the campaign, Calvin Klein used 16 models, from Ethan James Green and Aya Jones to actor Will Peltz and his real-life girlfriend Kenya Kinski Jones (daughter of producer Quincy Jones and actress Nastassja Kinski).
It's not the first time Calvin Klein have traded on shock value - who can forget the controversy sparked by the now-iconic Brooke Shields 1980 campaign, shot when the actress was just 15.