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Calvin Klein follows up its Kendall Jenner and Justin Bieber underwear ads with a new ad campaign plastered with blocks of text saying things like "Hahah a light threesome never hurt anyone ☺ ☺ ☺." The Calvin Klein Jeans Fall 2015 sexting-inspired ads are supposedly inspired by "actual events and people," and brand is even rolling out a digital partnership with Tinder this fall to drive home the campaign's whole hookup theme.
"Our past campaigns have been more image-driven and this one was about starting a conversation through provocation," Calvin Klein Inc. chief marketing officer Melisa Goldie 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," she said.
Photographer Mario Sorrenti shot the gritty images, which include the tag "raw texts, real stories." Goldie said she doubted that the Calvin Klein Jeans ads will be controversial, telling WWD, "No. I think the consumer expects that from us."