ASA comes in-between Twigs and her Calvins

Calvin Klein ‘broke’ the internet twice this week. Once with Jeremy Allen White in his Calvin Klein underwear and the other with the UK Advertising Standards Association coming between Twigs and her Calvins.

Calvin Klien underwear is arguably the biggest underwear brand in the world. Known for its minimalist and basic look, its advertising has never failed to wow the world. The basic design of their underwear has translated into their basic advertising theme. A significant focus is on the model and the underwear: “Nothing comes between me and my Calvins". Modelling for Calvin Klein, or any underwear brand for that matter, crosses a line of ethics. What are the models comfortable with? In recent years, Calvin Klien has worked closely with their models to ensure their comfort, ultimately controlling the message the shoot communicates to the public.

Actor Mahershala Ali in Calvin Klein underwear shot in 2017

Jeremy Allen White floored the internet with a new Calvin Klien advertisement just days before his Golden Gold win for best actor in a television series (Comedy or Musical). The video advertisement shows him on a rooftop in New York. He strips down to the classic white Calvin Klein underwear and runs around the set, flaunting his muscles and playing with his underwear waistband. The media loved Clavin Klein for creating this eye-throb of an advertisement. Yet, this admiration was short-lived as the UK Advertising Standards Association (ASA) banned the women's Campaign featuring FKA Twigs.

Actor Jeremy Allen White for Calvin Klein Spring 2024, shot by Mert Alis

The Advertising Standards Association labelled FKA Twigs Calvin Klien shoot as displaying a ‘stereotypical sexual object’. The striking image is of Twigs confidently looking into the camera with a denim jacket draped over half her body and exposing a side of her breast and bottom. Above her head reads the words “Calvins or nothing’.The association felt that the image could lead to objectifying women as they thought it was more focused on the body of the Twigs rather than the underwear. FKA Twigs released a statement on her Instagram expressing that she doesn't see the ‘stereotypical sexual object’ that she has been labelled as; instead ", I see a beautiful, strong woman of colour whose incredible body has overcome more pain than you can imagine."(Twigs 2024). The ASA might have tried to do women justice by banning the ad, but instead, they have been accused of creating double standards as they allowed Jeremy Allen Whites's campaign into the UK but not Twigs. 

Singer FKA Twigs for Calvin Klein Spring 2024, shot by Mert and Marcus

The question arises: how do you advertise underwear? When is the model the subject, and when are they an object? Countless underwear campaigns, including others by Clavin Klien, have left models feeling objectified.

An example is Kate Moss and Mark Goldburg's Calvin campaign. Only recently did Moss express her discomfort with the shoot. In the instance of Twigs, she is the subject; she wanted to do this shoot and was happy with the outcome. So, ASA has taken away a piece of artwork and a piece of Twig's individuality to try to shield the UK from ‘objectifying women’. Calvin Klein and Twigs have done nothing wrong with their campaign. They kept it tasteful and in line with the brand's style, but unfortunately, not everyone sees it that way.