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Calvin Klein - Bed

Company: Calvin Klein
    View Company Scorecard | Contact Company
Brand: Calvin Klein
Ad Title: Bed
Business Category: Fashion/Apparel
Media Outlets: Print
Country: United States
Region: North America
Agency: Shahid & Co.
Year: 1991
Target: Mainstream
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Celebrity art photographer Bruce Weber and Sam Shahid, creative director of Shahid & Co., New York.

The two have worked together for 15 years, starting at Calvin Klein in 1981, where they helped win acceptance of the male body in mass media. They put up a larger-than-life billboard in Times Square of a muscled man in white briefs that became synonymous with Klein — a brand that now has tremendous currency in the gay community. Back then, the nearly nude male was considered taboo in a business that used women's bodies to sell most anything.

From there, Weber and Shahid moved to Banana Republic, where in 1992 they created a sensation with the "Free Souls" ad insert into Vanity Fair. In a sensual series of six heterosexual couples, the insert closed on a male couple, arms entwined. Shahid had to insist that the couple be included when he created the ad.

Openly gay Shahid said that Abercrombie has never been concerned about his work appearing too gay. Yet like A&F, he is uncomfortable talking about the advertising in terms of its appeal to the gay market. He focuses on its universal appeal, noting that heterosexuals love the advertising as much as gays.

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Hiro , Leth, Canada
This is the sweetest ad I've ever seen... *sniffles*

Michael , Toledo, OH
Sweet and chaste, gays need to be portrayed like this more often. Not to say that racy ads don't have their place.

Denise , Lexington, KY
Aww! Beautiful photo! Very sweet. Near flawless. The only thing I can see being off is the one man's hand partially wedged in his jeans. Perhaps that's part of the charm, though.

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Company: Calvin Klein
Brand: Calvin Klein
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