Calvin Klein AW15 campaign is all about sexting

In 2015 the fashion brands are more and more attentive to the new digital avant-gardes. All the new tendencies and social networks have been gradually incorporated by the most prestigious houses in order to optimize the efficacy of their communication strategies.

Calvin Klein has always stood out for being a modern brand which kept up with the times. For its latest campaign the chosen slogan was an hashtag: #mycalvins, which became immediately viral. After having exploited the language of instagram, the brand is now ready to immerse into the dynamics of Tinder, the most diffused app to flirt online.

In the AW15 campaign of the brand, shot by Mario Sorrenti, we see 5 couples (of which two of the same sex and a threesome) whose images are matched with the screenshots of imaginary conversations on the app. The language is the one of social networks: contractions, virtual winkings and emojis.

“We saw a new behavior happening out there — and not just [with] the younger generation. It’s really dating via digital. We tried to reproduce an authentic phenomenon, in order to get closer to how our consumer really communicates” said Melisa Goldie, Marketing director of Calvin Klein Inc.

The next step announced by the brand is invading Tinder: basically in one app you’ll able to buy a pair of jeans and flirting with a nice boy/girl.

The future of fashion is already here.