Out favorite and Hot List honoree Alessio Pozzi is there too, tangled up in a sultry ménage à trois, in what marks his first major campaign for a US brand – but definitely not his first threesome.
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For the new season’s campaign, the brand has worked with photographer Mario Sorrenti to bring the familiar scenario into the current millennium by integrating sexting into the scenes.
New York Mag noted that the campaign “feels like a step forward” for Calvin Klein.
The chat-dating app now counts 20 million social followers on Facebook, YouTube, Instagram and Twitter combined, who swipe right or left through 1.6 billion Tinder profiles and make more than 26 million matches per day.
Emphasising the real life element of the campaign, the imagery also features the tag line “raw texts, real stories”.
The image starring male models Reid Rohling and Ethan James Green will even feature on brand’s prominent billboard on Houston Street in Soho, New York.
“Our past campaigns have been more image-driven and this one was about starting a conversation through provocation”, explains Calvin Klein’s head marketer Melisa Goldie. “She is such a professional and one of the nicest people I’ve met. The whole cast was made up of a great group of young actors and we all had fun going back to high to high school together”.
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The campaign intends to highlight the stark reality about the freedom of quasi-instantaneous online hookups, said Goldie.
