I chose to research Calvin Klein is because it is a typical western commercial underwear brand that is aimed at different gender, including female, male and LGBTQ communities.
Its design is simple and even sexless, but it is a symbol of sex appeal.
The recent controversial Calvin Klein Pride campaign brought to my attention the brand’s positive impact on body freedom across genders.
#I SPEAK MY TRUTH
Calvin Klein’s pride campaign 2019 fronted by trans model Indya Moore (American actor and model) which is an important step for positive trans representation.
As someone who doesn’t identify as exclusively male or female, pronouns are important.
Of course, campaigns like this one won’t necessarily end violence towards trans people. However, it can help shift public perceptions and make young trans people struggling with their identity feel less alone.
#PROUD IN MY CALVINS
#PROUDINMYCALVINS was the brand’s 2020 initiative to showcase “self-expression and the full spectrum of LGBTQ+ identities.”
For the campaign, the photographer Ryan McGinley shot nine different models, actors, artists, and activists from the LGBTQ+ community.
In particular, Calvin Klein didn’t separate the campaign from the business. The collection can be purchased on the official website.
On the one hand, stakeholders can acquire a sense of belonging by buying the product; on the other hand, the brand creates commercial value and achieves a win-win situation.
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