Calvin Klein's #mytruth

5/14/19

Today I was scrolling through my instagram feed and saw multiple celebrities like ASAP Rocky and Kendall Jenner posting videos for Calvin Klein about “their truth.” After watching these videos along with others from big influencers like Billie Eilish, Shawn Mendes, and Noah Centineo, I found that Calvin Klein has started their own “campaign” on speaking “my truth.” All of these people shared stories on what believe their truth is. Many told stories of their childhood, their biggest challenges, or who they are today. I found that all eleven of their models in this campaign had nothing in common in their interview videos. They all had their own thoughts and different ways of taking on the idea of their truth. By all speaking on different topics, CK was promoting individuality and ideas that the viewers could relate to. These influencers talking weren’t really talking about the products and besides being dressed in Calvin Klein clothing, the interviews had nothing to do with the product. After watching Kendall Jenner’s video two times, I noticed the subtitles bolded the letters “C” and “K.” The text said “I’m a crazy hard worker. I’m a self care junky. I’m a control freak. I’m definitely a knockout…” I think Calvin Klein did a really good job of subtly marketing their brand and products. These ads are unlike other because they don’t just try to sell the products and talk about how their brand is better than others, but they create a memorable video for the viewer. Because they used a variety of models, they are also appealing to many different viewers: those who like rap, pop, typical models, and movie stars.

As I was looking at the Calvin Klein instagram page I clicked on a video of a model I had not been familiar with. She is the first plus size model I have seen on the Calvin Klein page, and a step in the right direction to supporting all models. I found her video to be the most inspiring. This model, Chika said, “Peculiarly packaged, gap toothed goddess she is unaware of her power. She walks with undiscovered confidence, speaks with unintentional bravery and loves with unconditional support. This child is special. This child is fragile.” I admire that Chika is using her platform on this ad to talk about the future generation and struggles many children go through at one point or another. Calvin Klein’s new ad has so far been a success for their brand as they continue to dominate in their unique marketing strategies.

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