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As the world recovers from the now-famous sleazy images of Jeremy Allen White’s Calvin Klein Spring 2024 underwear campaign, LUXUO digs a little deeper into the marketing magic (and madness) behind the hype I’ll try it. Calvin Klein had all the ingredients for a successful campaign. First, by accurately casting his 32-year-old lead actor, a fresh face on the hit TV show. bear Someone who balances non-threatening masculinity with effortless, nuanced sexuality. Second, rather than the signature black-and-white studio visuals fans are used to seeing, the campaign features Allen White lying on a red couch (which was recently announced as available for free on Facebook Marketplace). announced (but then the listing was closed due to issues) an avalanche of bids on a public rooftop with the New York City skyline in the background. The proof is in the numbers. The campaign so far has generated approximately $12.7 million in media exposure for the brand within its first 48 hours, according to Launchmetrics. Calvin Klein’s Instagram post has already received 1.4 million likes.
beauty is in the imagination
As one of the fashion world’s leading figures, the late Diana Vreeland once said, “The eye must travel.” Vreeland referred to “the reader’s eye traveling across the pages of a magazine on a journey of the imagination,” and her words ring true: Campaigns are about creating fantasy and capturing the imagination. .
Part of the success of Calvin Klein’s campaigns is not necessarily due to star power or the talent of the actors, but rather to the actors’ “burgeoning” appeal. Calvin Klein’s recent campaign follows previous campaigns (starring Noah Centineo, Jacob Elordi, Shawn Mendes, and more) that had moderate success on social media. Elordi, Centineo, and Allen White are still actors on the rise, so there’s still a lot we don’t know about them, as opposed to seasoned celebrities. For example, if you take people like David Beckham or Justin Bieber, who could have a successful campaign, you could do something other than seeing them as purely sexual beings, but also play in terms of their visual narrative. There’s very little room. But Jeremy Allen White was exactly the right person to spearhead the campaign. Because so much is still unknown about Allen White, the mystery and ambiguity of his off-screen persona works in his favor.
If you cast the right faces, mystery and anonymity allow viewers to shape who they see on screen to fit the (perhaps subconscious) sexual narratives we have in our minds. Masu. This is what brands want from consumers, and it goes far beyond cotton briefs and branded waistbands. In 2013, it was reported that David Beckham was about to appear in a Calvin Klein campaign with Natalia Vodianova. However, according to Calvin Klein, a source close to Beckham said, “Beckham is too popular and he can’t take Britain,” and instead campaigned for soccer player Freddie Ljungberg. It has been decided that the project will proceed. This illustrates how celebrity star power can either hinder or help a campaign.
In Beckham’s case, his team didn’t approve, but if you recall Justin Bieber’s 2015 campaign alongside Lara Stone, Bieber used it as an opportunity to project a new “mature” image. However, Bieber’s campaign was controversial, as rumors that his photos were digitally enhanced (to sharpen his bulge and muscles) likely overshadowed the positive press he was hoping for. Bieber’s Calvin Klein campaign was so infamous that Kate McKinnon parodied it. SNL (Saturday Night Live).
Despite the conservative climate in most Asian countries, regional celebrities have also been tapped to front Calvin Klein campaigns. Brands like Calvin Klein have shown love to celebrities like Bright Vajirawit, BTS’s Jungkook, Taejoon, Gemini, Sungjin Park, and Tarzan Lee with likes and likes. We understand that we have a large and loyal following that we not only demonstrate. I’ll follow up with my wallet as well. In an interview with The Drum, Jonathan Bottomley, Calvin Klein’s global chief marketing officer, talked about the brand’s marketing strategy and said that by using cultural brand ambassadors, it’s designed to “motivate” people who scroll through their phones. He said he aims to create an interesting campaign that “breaks through.” He also discussed using this engagement to drive full-funnel marketing before providing a “precise” targeting strategy aimed at ultimately driving customers to purchase.
Regarding BTS’ Jungkook’s appointment as Calvin Klein’s global brand ambassador, global chief marketing officer Jonathan Bottomley said: Jung Kook is one of the world’s most popular artists and has the rare ability to connect with audiences around the world through both music and style. We are fortunate and excited to have him join the Calvin Klein team. ” As Bottomley notes, part of the strategy of using prominent Korean and Thai celebrities is to engage with a global audience and tap into their large fan bases.
male and female gaze
It is clear that sexual liberation and empowerment work differently for men and women. Seeing Jeremy Allen White in his underwear is likely to elicit a response of “men want to be him, women want to be with him,” and it’s hard to see similar sentiments in a female-led campaign. , which shows that this rule does not necessarily apply. To the women. Case in point: FKA Twigs’ Calvin Klein campaign was banned in the UK by the Advertising Standards Authority for portraying the artist as a “stereotypical sexual object”. In response, Twigs criticized the industry’s “double standards” on Instagram, saying, “I don’t see the ‘stereotype sexual object’ they labeled me.” I see beautiful, strong women of color with incredible bodies who have overcome more pain than you can imagine. ”
This raises the question of who exactly is in power when it comes to the sexual gaze. By featuring male models, viewers are introduced to the secret life of male sexual prowess. But when it’s a female model, the gaze is “happening” to her almost without consent, and she is not the master of her own sexuality, but rather trapped in a moment of private or shameful behavior. is. While the Allen White campaign received rave reviews, the FKA Twigs campaign was banned, highlighting the contrast and highlighting the agency women have over their bodies and how it is visually represented. This further highlights the extent to which people are recognized. This is evidenced by Calvin Klein’s “I flash in #mycalvins” campaign, which featured Kristin in a controversial upskirt shot in 2016 by then-23-year-old Danish model Clara Kristin. Despite the frenzied climate we live in, in an inclusive world that moves beyond the one-sided depictions of beauty seen in, say, the Victoria’s Secret Fashion Show, female sexuality remains a topic of desire and desire. I struggle with balancing objectification. Or are we as a society more accepting of the objectification of men?
Se”X” factor
In 1981, a young Brooke Shields said, “There’s nothing between me and Mr. and Mrs. Calvin,” implying that she wasn’t wearing underwear. But sex aside, what exactly is Calvin Klein’s secret formula? Versace, Tom’s Ford, Dsquared, and Moschino have all released their own underwear lines, each with their own level of acclaim, but none have achieved the sordid notoriety of Calvin’s Klein line. plug. Cleavage is a rare and thrilling moment on the runway, but it’s not a strong enough narrative for brands. The internet is already full of gorgeous faces in underwear.
Brands cut through the noise. Solid branding can go a long way in selling desire, while also focusing on choosing who is at the forefront of the cultural zeitgeist. Timing is important. Calvin Klein understands the power of attracting celebrities at the peak of their careers, whether on the precipice of stardom or at the beginning of a new chapter that shows the brand’s understanding of the now. Since the brand’s founding in 1968, they’ve been known for having a Midas flair when it comes to choosing pop culture figures for their ambassadors, and this is the secret formula that will make them the purveyor of underwear brands in years to come.
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