This Major Fashion Brand Just Incorporated Sexting Into Its Ads

For its latest #mycalvins campaign, Calvin Klein is getting rather provocative by incorporating the act of sexting into its advertisements. The five newly released images (shot by Mario Sorrenti) depict couples of varying sexualities sharing intimate moments and are finished off with text message boxes displaying suggestive conversations thought to have taken place before the act. They go so far as to mention a threesome.

When asked about the brand’s motives, chief marketing officer Melisa Goldie told WWD, “We saw a behaviour happening out there—and not just [with] the younger generation. It’s really dating via digital. It’s authentic and true to how this consumer communicates. … We’re highlighting the truth about dating—the meet up, the hookup and the freedom that you have through the digital dating landscape and how instantaneous it is.” Well, considering how many people use Tinder these days, we can’t argue with that!

Scroll down to see the risqué campaign images, and head to WWD to learn more about them!