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Calvin Klein is Using Plus-Size Models to Reinvent Its Brand

Following a disastrous year, Calvin Klein has embraced a new trend of body positivity. It's a sharp turn away from the waif style that defined the brand for years. PHOTO: New York Post/Hammerin' Hank/SplashNews.com

By Faran Krentcil | 31 August 2019

NEW YORK POST — This past spring, you couldn’t miss her.

Commanding 4,000 square feet of premium Soho air space and wearing nothing [but] CK underwear, the indie rapper Chika gazed knowingly from Calvin Klein’s massive billboard — just like Kate Moss and Kendall Jenner before her.

But the 22-year-old musician’s proudly plus-size body type felt like a rebuke against the brand’s traditional muses and their famously skinny silhouettes.

The recent ad’s aftershocks included a feature in Time magazine, an InStyle interview and — thanks to a slew of Instagram tags — millions of digital impressions. But while Chika called her campaign coup a “happy surprise,” it was actually a deliberately canny move from Calvin Klein HQ. […]

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3 Comments on Calvin Klein is Using Plus-Size Models to Reinvent Its Brand

  1. Plus sizes use a lot of extra material. I can’t imagine how this could be a sustainable business “model”, no pun intended.

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