Justin Bieber Just Made Calvin Klein A Lot More Money
Calvin Klein is really happy about using Justin Bieber in its underwear ads.
The iconic fashion brand outperformed revenue expectations for the first quarter with a 13 percent rise in sales, according to an announcement from the brand’s parent company PVH Corp.
How much money is that, you ask? Just about $723 million compared to the $654 million the brand made in the first quarter of last year — that’s a $69 million difference.
PVH Corp. CEO Manny Chirico credited the growth to Calvin Klein’s North American wholesale business in an earnings call early this morning — underwear, in particular.
CK underwear has been making headlines for its star-studded #MyCalvins campaign, featuring everyone from Kendall Jenner, Justin Bieber, Kendrick Lamar, FKA Twigs, Fetty Wap, and more.
Not all of the response has been positive, but bad press is better than no press… right?
In March, a billboard was hung above a Soho, NYC street where hundreds of thousands of women walk by everyday. CEO and cofounder of lingerie brand ThirdLove, Heidi Zak, launched a campaign requesting that Calvin Klein remove its “offensive” billboard, claiming, “The billboard propagates an archaic and offensive gender stereotype that women are nothing more than sexual objects, while men are the breadwinners.”
And she was right considering actess Klara Kristin “seduced” in her Calvins while Fetty Wap “made money” in his. The billboard was removed by Calvin Klein, and then eventually replaced by yet another sexy advertisement.
And that’s not all. One of its spring ads went viral just last week for an upskirt shot of a model — but apparently that’s not stopping anyone from purchasing a brand new pair of CK undies.
As the numbers show, shoppers, especially in North America, are still wanting the #MyCalvins lifestyle for themselves.