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Calvin Klein’s Contentious Underwear Ad With Upskirt Photo Ignites Criticism
By Yoon Sann Wong, 13 May 2016
Image via video screenshot
Early this year, apparel brand Calvin Klein launched its ‘#mycalvins’ campaign on Instagram featuring a stellar lineup of models including Justin Bieber, Kendall Jenner, Kendrick Lamar, FKA Twigs and more.
One image under the campaign that was posted to the brand’s Instagram account three days ago has drawn much flak from viewers.
The uncensored photo, which can be found here, features 22-year-old Danish model Klara Kristin posing in an upskirt photo accompanied with the words “I flash in #mycalvins”. The post is accompanied by the caption “Take a peek”.
While Calvin Klein is no stranger to provocative marketing and testament to the statement “sex sells”, the upskirt image has led some to argue that the brand has simply, gone too far.
Critics have deemed the ad “disgusting” and “offensive”. Some Instagram users commented that Calvin Klein should be more responsible when it comes to the type of message that it’s publicizing. In this case, that it’s considered desirable for women to pose as such or that upskirting is acceptable.
Others have responded to comments that the visual is pedophilic by saying that Kristin is obviously not a child and has consented to being photographed in this risqué photo.
ABC News produced a short feature covering the upskirt ad controversy and the brand’s other provocative visuals, concurrently questioning if its marketing materials have become equivalent to “fashion porn”.
In the video, ABC News interviewed fashion features director at Refinery29 Connie Wang. When asked if she considers this ad a success, she replied, “Yes…[Calvin Klein] spent no money but its going viral, everyone’s talking about this ad, and everyone’s talking about sex and sexuality in ways that people don’t typically talk about when they see an ad…I think it’s forcing a lot of parents to have conversations about sex with their children.”
Watch the coverage about Calvin Klein’s controversial ads by ABC News and view some of the comments that were posted to the Instagram image in question below. Do you think these ads have crossed the line for sales?
[via PetaPixel, video via ABC News, images via Calvin Klein]
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