The Calvin Klein advertising campaign #myCalvins has seen everyone from Kendall Jenner to Justin Bieber strip down and pose in their underwear, but the latest pictures released are coming under fire for being outrageously sexist.
The idea behind the campaign is to have a model or celebrity figure pose in the underwear with the slogan: "I (fill in the blank) in #mycalvins."
Kendall's campaigns included "I am strong in #mycalvins" "I am powerful in #mycalvins" and "I dream in my calvins" - all pretty great.
However the two latest ads released side-by-side to each other are not so cool.
The ad, that was placed in the NYC SoHo neighbourhood featured rapper Fetty Wap (in a close-up fully dressed shot that doesn't show any part of his body, let alone the underwear) with the line "I make money in #mycalvins."
Next to Fetty Wap's ad however was the image of actress Klara Kristin, shown with her sheer mini-dress hiked up, legs open, and the line, "I seduce in #mycalvins."
Heidi Zak, the CEO and co-founder of ThirdLove, addressed a letter to Calvin Klein in regards to the brand's billboards which has been shared online with the hashtag #MoreThanMyUnderwear.
In Zak's letter she notes that it's the combination of their captions that's offensive because it shows "outdated gender stereotypes: men go to work and make money while women are nothing more than sex objects."
"I'm a CEO, and I work hard," Zak adds. "I make money just like Fetty—and I do so while wearing underwear, just like all the other amazing women out there working every day. We should be illustrating that women do more than simply 'seduce.'"
Aaaaamen. What do you make of all this? Let's discuss @sugarscape