CALVIN KLEIN · PROUD IN MY CALVINS
Calvin Klein launched the #PROUDINMYCALVINS campaign in 2020, a celebration of self-expression and a wide range of LGBTQ + identities. Photographed by Ryan McGinley, the images and videos feature nine talents chosen for their particular story and way of expressing a more authentic identity and perspective of the LGBTQ + community. The campaign aimed to increase the connection of the LGBTQ + community through intimate videos and content based on conversations with the talents.
The main objective of the action was to transmit one of the fundamental values of the brand, such as the support for LGBTQ + organizations. The global campaign was launched on digital platforms and social networks with a series of contents that celebrate moments of love, family, sexuality and identity. The content generated was released on Calvin Klein channels.
#PROUDINMYCALVINS is all about authenticity, diversity and inspiration. We want to strengthen these values working with outstanding ambassadors such as Alba Paul Fe, Jonan Walks, Marc Forné or Cup of Couple. As part of the project, we negotiated with ICON magazine an editorial starring different talents that are part of the LGBTQIA + community in Spain. The six pages published in the December 2020 issue contributed to generating a significant organic impact on social networks.