But now with a tactic to delve and connect with millennial minds, Calvin Klein Jeans explores sexting. Oh, and if that's not enough to get your attention, the campaign also suggests a threesome.
"Calvin Klein Jeans has a long history of combining sexual energy with cultural relevance," said Melisa Goldie, Chief Marketing Officer of Calvin Klein, Inc. "Through this campaign, we're creating an emotional connection with today's technology driven generation, highlighting the new normal channel for modern meet-ups."
The Fall 2015 campaign shot by Mario Sorrenti captures couples in an intimate and heated moment of 'dating and relationships' in a digital age. But though the models are dressed with a hint of undone, it's the text box of messages that unfolds love, lust and sexual desire.
Calvin Klein Jeans is also backing their sexting campaign by promoting it on Tinder, making this the first time the brand has advertised on a dating platform.
The advertising imagery will include the #mycalvins call to action, which invites fans of the brand to actively participate in the social media campaign by posting a selfie of themselves wearing Calvin Klein.
The fashion world has a tendency to glamorise the truth. Sexting can be fun and while this campaign makes it to look incredibly desirable it does comes with its risks.
Do you think Calvin Klein Jeans is painting the wrong image of modern day relationships for our younger generation?