Zalando & Calvin Klein team up on underwear campaign

By

Ilaria Ricco

Published
Nov 17, 2015

European online fashion platform Zalando, together with Calvin Klein Underwear, have launched the #shareyoursexy campaign featuring top model Joan Smalls. The collaboration urges Europeans to share their idea of 'sexy'.

The campaign embraces the widest possible sense of the idea of 'being sexy', inviting people from all over Europe to share what the word 'sexy' truly means for them. The aim is to move away from the adjective's basic meaning, to discover instead those facets that make ‘sexy’ appealing, such as self-esteem or awareness. Statuesque top model Joan Smalls directly asks each one of us to reveal our own idea of 'sexy', kicking off a full-blown conversation about it. The concept inspired the campaign poster.

Internationally, the campaign adopts a specific language for each country. Joan Small highlights the elements that characterise the countries' individual culture with a touch of irony: from Swiss watches to Dutch bicycles. To cap it all off, the backstage video reveals what 'sexy' means for protagonists Joan Smalls and Danish model Tobias Sorensen.

The campaign's novelty lies in its digital hub, an interactive online platform where it's possible for consumers to share their vision of what 'sexy' is. In the ads, Joan Smalls addresses 100-300 cities throughout Europe: thanks to the hub, it will be possible to exchange answers and opinions using the #shareyoursexy hashtag, and to discover highly inspirational content.

The campaign was launched on 15th November in Germany, Switzerland, France, Belgium, Luxembourg, the Netherlands, the UK, Italy, Spain, Sweden, Norway, Denmark, Finland and Poland. In addition to TV ads, the campaign will be featured on OOH adverts and social media.