Calvin Klein has always understood what appeals to consumers—sex—but in the age of the Internet, models in their underwear just isn't enough. Determined to start a conversation about dating in the digital era, the next phase of the brand's iconic #mycalvins campaign will revolve around "raw texts, real stories." It will be promoted via an integrated Tinder campaign (don't worry, Bieber is not involved).
Photographed by Mario Sorrenti, the campaign features four diverse couples (and one throuple) and a series of sext message conversations "inspired by real events and real people." The topics range from threesomes, facilitating nudes, and cheating. Melisa Goldie, Calvin Klein's chief marketing officer, told WWD, “We’re highlighting the truth about dating – the meet up, the hookup and the freedom that you have through the digital dating landscape and how instantaneous it is.”