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All about the #belfie: Calvin Klein’s new SS16 campaign

As a master of the rule “sex sells”, a certain level of innuendo comes as standard with Calvin Klein’s ad campaigns, and boy does its latest series for spring/summer 2016 remain firmly within that realm.

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#mycalvins SS16

As a master of the rule “sex sells”, a certain level of innuendo comes as standard with Calvin Klein’s ad campaigns. In fact, anything outside of the suggestive, would almost be a bigger surprise.

But boy does its latest series for spring/summer 2016 remain firmly within that realm.

“Erotica” as the images are called, sees model Kendall Jenner posing with a grapefruit that “not-so-subtly resembles a part of female anatomy”, as Fashionista so eloquently puts it.

Another shot, as below, sees an anonymous model wearing a par of jeans backwards to show off her “belfie”.

For the record, Urban Dictionary describes this as: “A ‘bottom selfie’ – a photographic self-portrait featuring the buttocks, usually posted by female celebrities on social media networks.” It’s not a foreign move for the Kardashian/Jenner contingent already, of course.

Yet another shot sees model Abbey Lee Kershaw with her hands tucked into the front of her Calvins along with the phrase: “I pulse in #mycalvins.” The campaign was shot by Harley Weir.

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#mycalvins SS16
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#mycalvins SS16

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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