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| Credit: Calvin Klein. |
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| Credit: Calvin Klein. |
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| Credit: Calvin Klein |
Calvin Klein latest advertising campaign of spring 2016, pushes the boundary on what we as consumers think is acceptable to experience seeing a sexual advertising image (Telegraph, 2016). The topic of the campaign is #mycalvins, allows us as a viewer, to see a sexual side of the models posing in these images. One image sees model ‘Kendal Jenner’ hold and squeeze a grapefruit in this images. The fruit itself is to resemble a woman vagina and the explicit images with the fruit being place between her lips and legs is in a sexual expression (Telegraph, 2016). Another image see’s model ‘Klara Kristen’ (ABOVE) being shown with her dress being placed above the camera and you can openly see her in a sexual context. Klara Kristen herself actually defended the image, she defended this advertisement by strongly enforcing she was only portraying an artistic view and not to be seen an innocent girl caught sexuality (Vogue, 2016). Would someone be encouraged to purchase a Calvin Klein product from seeing up a woman dress, as a viewer you are looking like a predator up a young girls dress. A woman might want to be seen as hot and sexy, as the models in the pictures, so will not be offended by the graphic they see and will want to buy these products from their sexual imagery (Telegraph, 2016).
This campaign relates to how we communicate in our current culture and that sex plays a huge part in communication to anyone, whether this be friends or strangers through advertising campaigns (Fashionista, 2016). Calvin Klein have stated this campaign acts a visual presentation of artistic views and hence, sparks an emotion from the public by what they are seeing and not just portraying woman sexually (Telegraph, 2016). Calvin Klein himself is not a fan of this work and advertisements with such models as Kendall Jenner, Klein has stated he would rather show woman as power symbols than just virgin sex symbols (Vogue, 2016). However, this campaign is insanely sexual in the terms it makes a consumer want to go and buy the product and hence have a tastes of this hot and sexy life portrayed by Calvin Klein products (Vogue, 2016).
Credit: Calvin Klein
Credit: Calvin Klein
Sexual imagery is nothing new or something which is not already be seen before, sexual advertising does sell products and spark interest from people, this is why Calvin Klein fashion advertising works (Telegraph, 2016).This is not the first time Calvin Klein has attempted to evoke an emotion from publics. In 1990 Calvin Klein had a topless Kate Moss straddling a topless Mark Walberg in an advertising campaign to promote Calvin Klein underwear (Vogue, 2016). This campaign was intended to shock the public and hence make people talk about this campaign and allow people to tap into this culture being shown. This campaign alone generated 85million profit for the brand in America (Vogue, 2016), and since its debut has still been the discussion moment of when fashion advertising used sexual imagery to it's fullest for the first time. However, does this make it right to look at a topless eighteen-year-old girl and think this is only an advert, not intended for anything more, or again truly showings sex sex.
The idea is ‘Sex does sell’, but can it still sell when there is no shock value from the consumers or publics watching (Telegraph, 2016). Sex does play a massive part in what we see in fashion advertising and will always play a huge part into why we buy the products we buy. For example, consumers, would not buy Calvin Klein underwear from a sixty-year old woman posing in an advert half nude. Consumers want to see a young, tight and toned girl to be wearing the underwear in a sexual way to attract us as consumers to buy it, so we can be just like that young girl in the graphic as a result or get a girl like that in our life (Vogue, 2016).
References:
Fashionista, 2016., Fashionista columns. [online]. [viewed 10th November 2016]. Available from: http://fashionista.com/2016/05/petition-against-calvin-klein
Telegraph, 2016., Telegraph Fashion. [online]. [viewed 10th November 2016]. Available from: http://www.telegraph.co.uk/fashion/brands/calvin-klein-launches-predictably-provocative-advertising-campai/
Vogue, 2016., Vogue articles. [online]. [viewed 10th November 2016]. Available from:http://www.vogue.co.uk/article/calvin-klein-upskirt-ad-controversy-klara-kristin-defends-photograph
Inspiration Feed, 2016., Inspiration feed Sex-Sells. [online]. [viewed 22nd November 2016]. Available from: http://inspirationfeed.com/inspiration/sex-sells-50-creative-sexual-advertisements/
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