About $516 billion is spent annually on media advertising around the world.
In 2021, the United States was the largest advertising market in the world.
In Latin America, Brazil is one of the greatest exponents in the industry.
The advertising industry continues to change, so brands continue to join social issues in order to deliver a message and support these communities. This is the case of Calvin Klein, who revived one of his advertisements from the 90s, but this time in a campaign featuring trans men.
Inclusive marketing continues to grow and we can define it as according to hubspot as “inclusive marketing describes campaigns that embrace diversity by including people from different backgrounds or stories that unique audiences can relate to. While some inclusive campaigns strive to break stereotypes, others simply aim to reflect or embrace people in the real world.”
In this sense, according to data from Facebook, five out of 10 consumers change their perspective on a brand when it speaks openly about diversity.
Calvin Klein and his new campaign
The underwear brand continues to join the changes in the market and is that it launched a new campaign that revives its famous and iconic campaign “Boys, boys, boys”, but now starring three transgender men to celebrate their identity.
The clothing brand pays tribute to this creative idea, with the first campaign for Both& Apparel, a new fashion label especially focused on transmasculine and non-binary people.
Also, in the project, it promotes the characteristics of the brand’s “denim” collection that can be seen on the streets of New York, London and Paris.
The creative campaign consists of posters featuring three transgender men dressed in jeans and T-shirts, with their chests exposed.
In this sense, they explain that the objective of the initiative carried out by the advertising agency WongDoody is to challenge the clichés associated with masculinity, “sex appeal” and the empowerment of that community.
Given this, Grace Francis, WongDoody’s chief creative & design officer, said in statements to Adweek that “this is a key moment of recognition for trans people, particularly for transgender men.”
As he also stated that the brand thought that the best way to celebrate the identity of transgender men was to wink at the iconic Calvin Klein ads in the 90s.
It is worth remembering that the aforementioned campaign, but launched in the 90s, was photographed by Herb Ritts and starred Kate Moss, Mark Wahlberg, Sasha Mitchell and Marcus Schenkenberg.
“It was the first time I’ve seen transgender men take ownership of their body identity, fueling it with desire and taking up the space available to appear in the foreground,” Francis said.
They explain that this creative initiative is launched to commemorate the International Day of Transgender Visibility on March 31. Where, the transgender men who star in the campaign are not professional models and were photographed by Lydia Garnett, a non-binary photographer.
“This campaign marks our global entry into the market as a trans-masculine brand,” says Shepard.
With this, the clothing brand joins other companies that are visualizing this community in their advertising, as an example on March 8, International Women’s Day, the company launched a campaign that accompanies it with its chocolate bar “She ”, but starring trans women.
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