Calvin Klein is known for its seductive and racy advertising, but now it’s gone totally surreal in a new ad that features supermodel Bella Hadid locking lips with virtual influencer Lil Miquela.
It opens with Hadid wearing a Calvin Klein crop top and biker shorts, standing on a stark set, adorned only with the shadows of traffic signs. Soon, she’s joined by Lil Miquela, and after they gaze lovingly into each other’s eyes, they kiss. Hadid’s voiceover says, “Life is about opening doors, creating new dreams you never knew could exist.”
Though the brand historically has been sexually provocative with tis advertising, the new ad caused controversy among viewers, with some citing it as an example of "queerbaiting." Calvin Klein promptly issued an apology. The spot broke a week after the brand debuted the latest extension of its #MyCalvins campaign, “I Speak My Truth in #MyCalvins,” which includes a star-filled music video-style film featuring Billie Eilish, Shawn Mendes, Kendall Jenner and more, as well as individual ads centered on each star.