Jeans are about sex. The abundance of bare flesh is the last gasp of advertisers trying to give redundant products a new identity. Calvin Klein. When Calvin Klein began a new advertisement campaign for his label ‘redundant’ jeans in ’95, he embarked on a new wave of advertising that put a drastic spin on the old phrase that ‘sex sells’. No longer did gorgeous female models with their trademark long hair and long legs suffice for an advertising campaign. Instead, young men with rippling six-packs and dark, thick hair modeled as the new norm of fashion advertising. Photography styles altered too, where advertisements no longer exhibited typical features, such as catchy slogans or well-dressed models, which dominated the advertising world of the early ‘90s. Instead, Klein’s advertisements pushed the boundaries of the fashion photography, where some photo shoots seemed more like porn sets.
Take the image of the model in the advertisement. The model’s clothing signifi
This comes down to a few questions that one might ask themselves. Locked in fierce circulation battles, mainstream magazines are hiking up their skirts in a multi-million dollar gamble to win readers. Explicit cover photos, sizzling headlines, unavoidable sex education. Not only is the content of the magazine crucial but, the advertisements are just as important. Therefore, who are we to look down on Calvin Klein’s ads when that is what readers want and that is what sells the merchandise? Who are we to suggest that the ads are suggestive when all we know is that, in advertising, sex sells and sells big? Isn’t Calvin Klein just giving the public what it wants? Calvin Klein has publicly stated that the misunderstood ads are intended to convey the spirit, independence, and inner worth of today’s young people. Personally, I truly believe that argument. Is he saying that the teenagers today are always thinking about sex? Of course, so I do not think the public should automatic
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