Building on its wildly successful “#MyCalvins” campaign, Calvin Klein has opted for a more serious message with its latest installment–“I speak my truth in my Calvins”–and has enlisted a who’s-who of celebrity faces.
The new video doesn’t sacrifice sex appeal–this is still an underwear commercial–but the brand is certainly tapping into a more substantive marketing approach.
Featured in the campaign are Pose star Indya Moore, queer popstar Troye Sivan, Shawn Mendes, Noah Centineo, Billie Eilish, A$AP Rocky, Bella Hadid, Kendall Jenner, Kevin Abstract and Yoo Ah-in.
Related: Austin Armacost’s new underwear line celebrates men of all sizes in debut ad campaign
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Billie Eilish’s song “Bad Guy” provides the soundtrack behind the celebrities speaking about living their “truths.”
Indya Moore posted the video to Instagram, along with this caption:
“I just have to be real. I won’t wait to be free
Love is my statement
This campaign is not just about making history- It’s about having autonomy over our own experiences & breaking rules & ground to make more space in these jeans for ALL THIS ASS.
Alast, a pair jeans that make all of our asses look just as good as the future we want to see.
Thank you @mookievibes. For creating a apple bottom peach shaped dent in my life forever & giving me an opportunity to share #mytruth In #myCalvins, and helping to create an opportunity for every.booty/body to as well.”
Related: Antoni Porowski’s steamy Calvin Klein shoot was deleted from Instagram, but you can still it here
Troye Sivan opted for a more concise message on Twitter: “#MyTruth. #MyCalvins.”
Watch below:
https://www.youtube.com/watch?v=R0k0BauSD5k
In February, images from the campaign featuring Shawn Mendes, A$AP Rocky and Noah Centineo lit the internet ablaze.
Related: PHOTOS: Shawn Mendes strips down to his Calvins
Here are several stills that have made the rounds so far:
https://www.instagram.com/p/BuBWfu5nabo/?utm_source=ig_embed
https://www.instagram.com/p/Bt9X-m5ni6d/?utm_source=ig_embed
https://www.instagram.com/p/BuEQDGgngPj/?utm_source=ig_embed
https://www.instagram.com/p/BuESduSBW5C/?utm_source=ig_embed
https://www.instagram.com/p/BxOGdtBnZv0/?utm_source=ig_embed
https://www.instagram.com/p/BxQLIAzpQhf/
https://www.instagram.com/p/BxP_bRopoks/
Dan Tracer is a queer writer, handstand enthusiast, and lover of all Kaytranada remixes. Find him on Instagram.
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stuffedpuppy
Damn, I wish that video had been Shawn Mendes & Troye Sivan (making out) the whole time…sigh.
Typical CK teasing that’s been going on for the past 30 years…
Man About Town
Actually longer; remember the ad with Tom Hintnaus? If not, check it out!
kayakriver
Donald J. Trump
@realDonaldTrump
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58m
Great news today: My Administration just secured a historic donation of HIV prevention drugs from Gilead to help expand access to PrEP for the uninsured and those at risk. Will help us achieve our goal of ending the HIV epidemic in America!
Diplomat-G
@kayakriver
And???? this is the 4th place you have posted this crap, your point would be what?
Juanjo
Amusing. Let’s look at reality. Truvada for PrEP was developed and patented by the US government. Gilead spent not one single penny in development or testing. They have a monopoly on the drug in the market. One which earned them 3 billion in profits last year alone. And they jacked up the price this year. So, manufacturing costs are about sixty cents a dose is sold for around 55.00 a dose. They agree to release the drug to 200,000 people who can’t afford it. Great. They donate 1.4 million dollars worth of Truvada and make over 3 billion off it. Good deal. When do they reimburse the US taxpayers for the costs of development and testing?
I am delighted that Trump the Chump #the biggest loser “negotiated” this deal and 200,000 people will benefit. But in proportion, it is the equivalent to you tossing a quarter to a homeless person.
WillParkinson
BFD. He got rid of the AIDS council.
PLAYS WELL WITH OTHERS
Hey Calvin!!! It’s 2019, ya can come out!!!
Giuseppe
Shawn even sounds gay.
thisiswhatithunk
This add is full of kids. I’m 38 so I’m clearly ancient in gay years, but seriously? There’s not one real MAN in this ad! Just lots of pretty boys. Surely someone over the age of 30 could have spoken their truth too??? I call BS!