Sunday 4 December 2016

Calvin Klein slams Kendall Jenner's campaign for, er, Calvin Klein: 'It's not the kind of thing I would have done'

Published 18/04/2016 | 10:21

Kendall Jenner for Calvin Klein's #MyCalvins campaign
Kendall Jenner for Calvin Klein's #MyCalvins campaign
Justin Bieber and Kendall Jenner pose backstage at the Calvin Klein Jeans music event (Photo by Xaume Olleros/Getty Images for Calvin Klein)
Kendall Jenner for Calvin Klein's #MyCalvins campaign
Justin Bieber in the new Calvin Klein ad. (Photo: Instagram)
Justin Bieber for Calvin Klein and #MyCalvins
Justin Bieber for Calvin Klein and #MyCalvins
Kendall Jenner for Calvin Klein's #MyCalvins campaign
HONG KONG - JUNE 11: Jeans music event with special appearance from Justin Bieber and performances by Jay Park, Kevin Poon, Joon & Verbal at the Kai Tak Cruise Terminal, Hong Kong, Thursday, June 11, 2015. (Photo by Xaume Olleros/Getty Images for Calvin Klein)

Calvin Klein has made it clear he wouldn't have used Kendall Jenner front a campaign for his eponymous brand if he was still in charge.

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The American fashion designer (73) sold his brand in 2002 and said that he would never considers a model's social media presence as reason enough to land a major campaign - but he approves of singer Justin Bieber's relationship with the label "because he likes him".

Jenner fronted the brand's My Calvin underwear campaign and catapulted the brand's popularity back to early '90s levels thanks to careful targeting of popular models like Gigi Hadid and Hailey Baldwin, who boast millions of followers on Instagram.

“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,” he told Fashionista.

Kendall Jenner for Calvin Klein's #MyCalvins campaign
Kendall Jenner for Calvin Klein's #MyCalvins campaign

“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,” Klein continued.

”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.“

Klein said the idea of brand endorsements by digital influencers isn't a successful long-term strategy.

"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. Just putting any old clothes on Kim Kardashian, long-term, isn't going to do a thing," he added.

Justin Bieber in the new Calvin Klein ad. (Photo: Instagram)
Justin Bieber in the new Calvin Klein ad. (Photo: Instagram)
Justin Bieber and Kendall Jenner pose backstage at the Calvin Klein Jeans music event (Photo by Xaume Olleros/Getty Images for Calvin Klein)
Justin Bieber and Kendall Jenner pose backstage at the Calvin Klein Jeans music event (Photo by Xaume Olleros/Getty Images for Calvin Klein)

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