Sexting sells

New York – Calvin Klein gets raunchy in its latest campaign, inspired by the controversial world of sexting.

• Shot by Mario Sorrenti, the ads overlay ‘sexts’ onto visuals of models
• According to Mother New York, the campaign will reach Tinder later this year

Raw Texts, Real Stories, from agency Mother New York is a tale of digital dating’s dark side of late night hook-ups, threesomes and adulterous liaisons arranged through messaging apps and social media.

The print and video campaign demonstrates the listlessness of a generation ruled by swipes, likes and instant gratification, broaching ‘online dating, open relationships and complex sexuality, bringing to life the truths about modern love,’ says Michael Ian Kaye, founder of Mother New York.

‘It’s authentic and true to how this consumer communicates,’ Melisa Goldie, CMO at Calvin Klein, explained to WWD. ‘We’re highlighting the truth about dating – the meet-up, the hook-up and the freedom that you have through the digital landscape and how instantaneous it is.’

The Big Picture: Calvin Klein is flipping the script by mimicking rather than forging consumer behaviour. To find out more, book your place at Beyond Borders, our upcoming Autumn/Winter 2015 Trend Briefing.