Calvin Klein is the latest fashion label to come under fire for its advertising campaign featuring a transgender man. In a resurfaced photo that’s going viral on Twitter, the brand’s 2022 Pride campaign featured Bappie Kortram, a bearded Dutch model who identifies as male, wearing a sports bra that read “This is love.” The ad has gained a lot of attraction on social media in the last few days, prompting criticism from some who vowed to boycott the brand. Critics accused Calvin Klein of “alienating a huge majority” of customers and promoting “gender appropriation.” However, despite the negative response, Kortram thanked Calvin Klein for allowing them to showcase “unapologetic fat love, fat pride, fat cis bodies, fat trans bodies, fat joy.”
The backlash against Calvin Klein’s ad campaign is not unique by any means. Other brands, including Bud Light, Adidas, and Amazon, have also come under fire for their advertising campaigns featuring gender appropriation in recent months. Earlier this month, Adidas used a male model to promote a women’s swimsuit, while Nike featured trans influencer Dylan Mulvaney in a sports bra advert. Target is also said to be fearing a similar fate for its promotion of “tuck-friendly” bathing suits for its Pride collection. It seems that corporations underestimated consumer response when it came to appealing to the trans movement.
Calvin Klein wants to go broke. pic.twitter.com/6pOBKKNMx3
— Dr. Anastasia Maria Loupis (@DrLoupis) May 23, 2023
However, it is important to note that not everyone is critical of Calvin Klein’s campaign. Some have praised the brand for its inclusivity and support of the LGBTQ+ community. Kortram’s involvement in the campaign highlights the need for greater representation of transgender individuals in advertising and media. By featuring a transgender man in their campaign, Calvin Klein is helping to break down stereotypes and promote acceptance of all body types and identities.
Meanwhile, Adidas has been making waves in the fashion industry for its inclusive marketing campaigns, featuring non-binary and trans models in their products. Their latest addition to the Pride Month apparel offerings is a women’s swimsuit modeled by a man, which has sparked mixed reactions from the public. While some people have also called for a boycott of the brand, others have praised Adidas for their bold move in promoting gender inclusivity and breaking traditional stereotypes.
However, not everyone is on board with Adidas’ marketing strategy. British swimmer and Olympian Rebecca Adlington recently blasted the brand for disrespecting women by featuring a man in women’s swimwear. Adlington argues that women should be celebrated for their achievements and not overshadowed by men in women’s clothing. Despite the criticism, Adidas has remained steadfast in its support of the LGBTQ+ community and continues to push for inclusion in its marketing campaigns.
Sports Illustrated is another brand that has faced backlash for featuring non-binary and trans models in their campaigns. Despite the criticism, they have remained committed to their vision of inclusivity and allyship. Aligning marketing with advocacy is not just about promoting a product; it is about promoting a values-based approach to doing business. Inclusive marketing campaigns transform lives for the better and set a standard for inclusion that inspires other brands to follow suit.