“Hahah a light threesome never hurt anyone 
” reads the text message illustration that accompanies a suggestive image of three young people as part of Calvin Klein Jeans’s latest ad campaign, unveiled today.
It’s what happens when the fashion brand’s famously controversial “My Calvins” campaign — which shot Brooke Shields — meets the Millennial generation’s sexting and Tinder.
“Our past campaigns have been more image-driven and this one was about starting a conversation through provocation,” said Melisa Goldie, Calvin Klein Inc. chief marketing officer to Women’s Wear Daily.
The campaign intends to highlight the stark reality about the freedom of quasi-instantaneous online hookups, said Goldie.
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