One brand, two campaigns. The hot-of-the-moment label, or it wants to be, Calvin Klein, and two variations on the same thing.
Left - Clearly Raf Simons' idea of Calvin Klein advertising, but which will sell the most pants?
Both trying to sell pants: one campaign is sexy and classic Klein, the other less so, read baggy pants in a drafty art gallery.
What’s interesting is that it perfectly illustrates the sexual leveller of imagery and the different choice of art directors.
The fashion and style game is all about proving your sophistication and taste level, yadda, yadda, yadda. We all want to be different and express ourselves in the things we buy, wear and surround ourselves with, but ultimately a flash of a six-pack or a bulge in a pair of Y-fronts and the attraction is universal.
We judge ourselves and others by the decisions we make and the things we choose to wear and surround ourselves with. We can all pretend to be the most sophisticated and this is the endless game of modern style and social media. It's always been about proving yourself and staying ahead of the game.
The ‘Sex Leveller’ and its universal appeal is often cleverly disguised as sophisticated, but ultimately brands can be as clever as they like, but if you’re going to appeal to the mass and biggest market, especially if you’re selling underwear, the sexier the better.
This was pioneered in the 80s, perfected in the 90s and then seemingly forgotten about in the 00s. We can all pretend to like a Sterling Ruby as much as the next man, but it ain’t gonna shift many pairs of underpants. Sex is a leveller and it still sells.
Below Left - Classic Klein starring, Trevante Rhodes, one of the actors from Moonlight. Both campaigns are SS17