Calvin Klein is using traumatic memories to sell pants

Calvin Klein have made a really, really weird choice. 

And no, I’m not talking about the choice to not make bras for anyone above a DD cup.

They’ve used Kirsten Dunst telling a really depressing story about her first kiss in an ad campaign.

In the advert, which is directed by Sophia Coppella, with whom Kirsten works often, she shares the story of her first kiss.

You can see how the concept got approved. Beautiful women in black and white, telling stories about memories while wearing Calvin Klein lingerie. It’s nice.

Only, the story that Dunst tells really isn’t nice. It’s pretty sad.

‘We were in the Washington monument, and it’s dark in the elevator apart from these little tiny shafts of light, and this guy who was basically my friend’s love interest just laid one on me, and it was my first kiss, and I was so shocked – I was in love with his best friend and so, I was really upset afterwards.’

Which begs the question, why is this story in an advert?

What about a teenager having a right of passage taken from her by the wrong person makes anyone want to buy underwear?

The advert, which was origianlly released in April but is gathering new attention having been placed on Instagram, comes at a difficult time. In the wake of Harvey Weinstein’s allegations, we’re perhaps all a little heightened in our sensibilities about consent.

No-one is saying that what happened to Kirsten was evil, or that we should light our pitchforks and find the boy who kissed her without consent. But still, it’s not a very nice story and the idea that a brand wants to use it as an advert? Really weird.

We’re not sure whether they’re trying to be gritty, attempting to raise some kind of awareness, or whether someone in a boardroom thought this was a sweet story, but whatever the reasoning, we can’t help feeling it’s gone somewhat wide of the mark.

Metro.co.uk has contacted Calvin Klein’s press office, who have not get responded. 

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