Calvin Klein recently launched its 2016 #MyCalvins campaign, which features several popular celebrities, like Justin Bieber, Kendrick Lamar and Kendall Jenner, posing in Calvin Klein clothing and underwear. The idea of the campaign is to show the different activities this diverse group of stars does in their Calvins with the catchy phrase "I (fill in the blank) in #mycalvins."
While the ads have been extremely popular, especially on social media, the brand is now under fire for one of its New York City billboards, which people believe is "sexist" and offensive to women. The specific billboard features actress Klara Kristin on the left as she poses seductively in a sheer dress with the words "I seduce in #mycalvins" and rapper Fetty Wap on the right with the words "I make money in #mycalvins."
Heidi Zak, who is the CEO of the lingerie company ThirdLove, called out the brand for this billboard and even started a petition last Thursday called "Take Down Sexist Billboard in NYC."
"The billboard propagates an archaic and offensive gender stereotype that women are nothing more than sexual objects, while men are the breadwinners," Zak wrote in the petition. "Calvin Klein has a vast assortment of content for this campaign, so we find it appalling that the company chose to put these two images side by side in one of the most highly visible intersections in the country. Is the message of Calvin Klein that women are only good for seduction? Are we stuck in the 1950s? Are these the values of the Calvin Klein brand?"
"We are asking that Calvin Klein do the right thing and remove this offensive billboard," Zak added. "And recognize your customers for who they really are: amazing women who can do anything."
When this campaign first launched earlier this year, Melisa Goldie, CEO of Calvin Klein, was thrilled about the diverse ads.
"This campaign is representative of how culture is evolving as we speak," she said at the time. "We're bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation."
Now that this billboard is receiving such negative feedback, the brand has released a statement defending the billboard, which has since been taken down. The CEO has not yet directly responded to ThirdLove's letter.
"This billboard was taken down overnight as part of the planned rotation of our Spring 2016 advertising campaign," the company said. "We take all of our consumers' concerns seriously and as a global brand, we promote gender equality and the breakdown of gender stereotypes across the world. Our global advertising campaign images feature many different musicians, artists and models wearing all of our product categories, including our underwear products, sharing how they feel about and live in their Calvins."
Watch below as Zak asks people on the streets of SoHo what they think of the billboard.
