HOT DENIM (2011)
Anyone who is secure about herself shouldn’t be threatened by the ads I do. What we’re doing is fun—if you have any sense of humor at all! —Calvin Klein
[one_half padding=”4px 10px 0 4px”]Ads are designed to get your attention, but just because one has an ad doesn’t mean anything is going to sell. To actually sell anything, the ad has to be sexy, has to give the appearance that the product makes you more attractive, even if it’s something as simple as a toaster. Nowhere has sex been a more successful sales agent than in fashion, and there are a handful of brands, such as Abercrombie & Fitch, Balmain, Saint Laurent, and most notably Calvin Klein, that have convinced us that jeans are sexy.
When Calvin Klein hired a largely unknown fifteen-year-old model to utter the words, “You know what comes between me and my Calvins? Nothing,” the entire Western world screamed. Brooke Shields became an instant household name and the sales of not only Calvin Klein jeans, but all denim jeans skyrocketed. The war for who makes the sexiest jean was on and has yet to end. Styles have changed from skinny to loose to flared to straight-legged with at least a hundred different variations of each. Stone washed, pre-shrunk, pre-stressed, pre-torn, cut, embellished, and studded styles have all come, gone, and returned again.[/one_half]
[one_half_last padding=”4px 4px 0 10px”]Ultimately, what the ads are trying to say is that the jeans displayed are so sexy, will make you look so incredibly attractive, that someone will want to help you out of them. Notice how many of the ads now involve two people with posing implying that they might be a couple. Want a new boy/girlfriend? It all comes down to wearing the right jeans. Add the celebrity factor that has taken over and the ads also deliver the message that the right jeans will make you cool.
Of course, deep down inside, somewhere, you know the ads are lying. Just this year, one of the sexiest advertisers, Abercrombie & Fitch, has backed off their nearly hardcore ads because they weren’t working with a target age group that isn’t so impressed by the overt sexuality. Still, look at the ads, and even though the tone is softer, there remains an understated sensuality that pulls one in and makes them want a new pair of jeans. Even millennials eschewing materialism still buy jeans. You know you want them even now. We’ll see you at the mall.[/one_half_last]