Calvin Klein has always been known for having ad campaigns that pushed the limits of what our society considers tasteful. And in 1982 this ad campaign featuring Iman, a well-known model, debuted.
These images highlight the female body and are more a form of art. Iman is striking different, uncommon poses in an attempt to entice the viewer’s sense of curiosity. The clothes also are relatively modest, which is in stark contrast to later Calvin Klein ads. In the purple outfit, the only skin that is showing is her hands and her head. The garment is also very flowing and not form-fitting at all, which does not attract sexual attention.
And even though the third black outfit is cut quite low, her chest is not the focal point of the image. Her outstretched arm and the tilt of her body interest the viewer much more. The first image also focuses on an almost awkward pose and features Iman fully covered.
We're not saying that in the 80's our culture was not focused or influenced by sex because it most certainly was, but in the past few decades, sex has become way more prominent in terms of the media’s drive to show it and the viewer’s drive to see it, this is blatantly visible in the evolution of Calvin Klein advertisements.
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