Calvin Klein, though he sold his company nearly 14 years ago, seems to have some not-so-pleasant opinions about the campaign of his current brand – more specifically, the choice of one model. During an interview with Fern Mallis at the Savannah College of Art and Design, Fashionista reported that Calvin Klein was unimpressed by the brand’s current marketing ploy of using Kendall Jenner.
When asked about what he thought of Jenner’s campaign, he replied, “You know, I’m really not that familiar with it. I’m honestly not.”
“I’m sure she’s a lovely young woman. It’s not the kind of thing I would have done, even today. Justin Bieber, yes.”
As for Bieber? “I think they’re very good,” he said. “So many people wanted to be on a billboard or in an ad or in a commercial, and for sure Justin Bieber wanted to do it. I thought that was really good.”
“When [I say] I like Justin Bieber in the Calvin Klein Underwear [campaign], it’s because I like him — not because he’s got millions of followers,” he explained. “Now, models are paid for how many followers they have. They’re booked not because they represent the essence of the designer, which is what I tried to do — they’re booked because of how many followers they have online. I don’t think that, long-term, is going to work. I don’t think that’s a great formula for success for the product you’re trying to sell.”
“However, if you take really exquisite photographs of the right people in the right clothes in the right location, and you put it online, that’s fine,” he said. “Just putting any old clothes on Kim Kardashian, long-term, isn’t going to do a thing.”