ASA rules Calvin Klein’s campaign objectified women, demands future ads avoid irresponsible portrayals

Calvin Klein’s recent advertising campaign featuring British singer FKA Twigs has faced a ban from the Advertising Standards Authority (ASA) following complaints of being ‘overly sexualised’. The provocative images showcased Twigs in various Calvin Klein fashion, including a denim shirt that stirred controversy.

The denim shirt poster, bearing the slogan “Calvins or nothing,” depicted Twigs with part of her body covered by the shirt, suggesting nudity underneath. The ASA received two complaints citing the images as ‘overly sexualised,’ offensive, and irresponsible for objectifying women. The critics further contended that the ads, displayed publicly, were inappropriate and could be seen by anyone.

After careful consideration, the ASA sided with the complaints, stating that the poster focused more on Twigs’ body than on the advertised clothing, portraying her as a ‘stereotypical sexual object.’ The ruling deemed the ad ‘irresponsible’ and likely to cause ‘serious offence.’ As a result, the ASA has banned the ad in its current form and instructed Calvin Klein Inc. to ensure future ads avoid irresponsible objectification of women and are targeted appropriately.

Notably, this ban contrasts with the ASA’s determination that two similar ads featuring Kendall Jenner were not offensive. In Jenner’s images, the model wore jeans, covering her bare chest with her hands or pulling down a pair of jeans to reveal the underwear. The ASA found that these images did not overly focus on the model’s body in a sexualized manner and deemed them appropriate for a lingerie advertisement.

Calvin Klein defended the campaign, asserting that the images portrayed confident and empowered women who had chosen to identify with the brand, conveying a progressive and enlightened message. However, the ASA ruling highlights the importance of responsible advertising and the need to avoid objectification.