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Calvin Klein announces new global ad campaign
30
Jul '15
Courtesy: Calvin Klein/ Mario Sorrenti
Courtesy: Calvin Klein/ Mario Sorrenti
Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. has announced its Fall 2015 Calvin Klein Jeans global multi-media advertising campaign, which shares stories of love, lust and sexual desire unfolding through intimate messages shared between people from around the world as they navigate the world of digital dating.

An innovative sociological experiment turned fashion campaign, the visuals provide an editorial narrative of how a modern generation uniquely approaches sexual connection in a digital world, PVH said in a press release.

The latest campaign for the brand includes a diverse global cast of Grace Hartzel, Ethan James Green, Aya Jones, Julia Van Os, Piero Mendez, Alessio P., Imaan Hammam, Harmony Boucher, Torin Verdone, Laura Julie, Noma Han, Jaime Carpena, Tiana Tolstoi, Reid Rohling and real life couple actor, Will Peltz, and girlfriend, Kenya Kinski Jones, daughter of music mogul Quincy Jones and actress Nastassja Kinski.

Consumers act as spectators as the campaign communicates the intricacies of modern relationships in a digital age, shedding a light on how dating and sex has evolved over time, inspired by true stories of young adults in New York, London, Sao Paulo and Seoul.

“Calvin Klein Jeans has a long history of combining sexual energy with cultural relevance,” said Melisa Goldie, chief marketing officer of Calvin Klein, Inc. “Through this campaign, we're creating an emotional connection with today's technology driven generation, highlighting the new normal channel for modern meet-ups.”

The digitally led campaign, also spanning outdoor and print advertising, will run in 27 markets globally and include partnerships with VICE and Tinder, making this the first time that Calvin Klein Jeans has advertised on the dating platform. Social and mobile will be used to amplify and create conversation around the campaign, leveraging the combined reach of the brand and the talents' own social media vehicles. Outdoor will include non-traditional formats in key city centers. The advertising imagery will also include the #mycalvins call to action, which invites fans of the brand to actively participate in the social media campaign by posting selfies of themselves wearing Calvin Klein, the release said. (SH)

Fibre2Fashion News Desk – India

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