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Calvin Klein's raunchy new campaign

Calvin Klein's raunchy new campaign

Calvin Klein has embraced sexting for its new campaign.

The American brand isn't afraid to release bold ads, with previous offerings seeing Kate Moss in skimpy outfits and Lara Stone getting cosy with Justin Bieber.

Continuing with the provocative theme, the label has included digital dating in its Autumn/Winter 15 jeans division campaign. Models pose in raunchy positions wearing denim, while on the side a panel featuring script is visible.

Sentences such as, 'We are in so much trouble', and, 'sory, wanted to ravage you but love talking to you too (sic)' have been taken from real life online encounters.

Photographer Mario Sorrenti, who has worked with Calvin Klein on numerous occasions, shot the ads.

“Through this campaign, we’re creating an emotional connection with today’s technology driven generation, highlighting the new normal channel for modern meet-ups," Melisa Goldie, Chief Marketing Office, explained in a statement.

Calvin Klein describe the campaign as "an innovative sociological experiment turned fashion campaign, the visuals provide an editorial narrative of how a modern generation uniquely approaches sexual connection in a digital world."

Videos feature too, in which models are seen kissing and getting intimate while texts flash up on the screen.

Calvin Klein has another big event happening within the company; it has named Rod Manley as its executive vice president, starting August 31. He was previously senior vice president, communications at Giorgio Armani since 2006.

He will take over at the company from Jennifer Crawford, who left last month. It has yet to be confirmed who Rod's successor at Armani is.

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