In addition to 11 personalities including models (Bella Hadid and Kendall Jenner), singers (Troye Sivan, Shawn Mendes, Billie Eilish, A$ap Rocky, Kevin Abstract, and Cika), and actors (Noah Centineo , Indya Moore, and Yoo Ah-In), Calvin Klein recently released its new #MyCalvins campaign with a digital art project and computer-generated robotic model Lil Miquela. The problem is, it is immediately got controversial due to its video which shows the virtual influencer, Lil Miquela, lip-locking with Bella Hadid.
Calvin Klein recently just released an open letter that shows its regret and apology on what the campaign has been portrayed to the public as queer-baiting. What do you think about the campaign itself? Is it too far?
According to a release from the brand, the campaign is meant to reference a “coming-of-age concept” focused around “universal truths of curiosity, companionship, sexual exploration and the spirit of rebellion.” In the latest videos that has been shared on YouTube and Calvin Klein’s website, all 11 muses share their #ISpeakMyTruth about themselves and who they really are.
My Calvins campaign was actually started when the American fashion brand debuted it in early 2014 to promote its underwear, and has since expanded it to market denim. It’s been admirably effective, not only capturing a desirable audience’s attention, but also leading them to create endless streams of user-generated content living on social platforms: a 21st-century marketer’s wet dream.
The hashtag language references a 1981 Calvin Klein Jeans ad featuring a teenage Brooke Shields whispering, “You wanna know what comes between me and my Calvin’s? Nothing.” Thus, the strong advertising images and soundbites have been the most important element of the #MyCalvins campaign.
Starting from May 9, Calvin Klein rolls out the campaign videos across their social platforms and encourage fans to speak their truth by using the hashtag #MyCalvins. This week (aside from Bella Hadid and Lil Miquela) would be the phase two of CK’s I Speak My Truth campaign that will feature videos from A$AP Rocky, Indya Moore, Kendall Jenner, Brockhampton’s Kevin Abstract, Troye Sivan, and Korean actor Yoo Ah-In.