Calvin Klein joins Tinder

'Raw text, real stories', is how Calvin Klein describes its latest Calvin Klein Jeans campaign on Tinder.

Last week Calvin Klein released its denim advertising featuring intimately raunchy text style messages overlaid on up close and personal model fronted images.

Love, lust and sexual desire, in the context and vernacular of the millenial and the digital dating scene is explored. According to the brand the campaign was influenced by the true stories of young adults in New York, London, Sao Paulo and Seoul.

“Calvin Klein Jeans has a long history of combining sexual energy with cultural relevance,” said Melisa Goldie, Chief Marketing Officer of Calvin Klein, Inc. “Through this campaign, we’re creating an emotional connection with today’s technology driven generation, highlighting the new normal channel for modern meet-ups.”

The ads will be distributed internationally and in partnership with Vice and dating app Tinder, making this the first time that Calvin Klein has advertised on the social platform.

This is an interesting move, as the dating app is becoming something that more brands are beginning to explore according to Tinder founder Sean Rad when speaking at this year’s Cannes Lions festival.

Calvin Klein will also leverage the combined reach of the models in the campaign’s own social media followings. Using models’ personal social followings is something that is becoming much more common place this season among brands who are both casting according to follower counts and now writing social media clauses into their talent’s advertising contracts.

Photographer Mario Sorrenti shot the campaign.

www.calvinklein.com