Swipe right — the Fall 2015 Calvin Klein Jeans global advertising campaign starring amongst others Grace Hartzel and Laura Julie broke this morning and is rapidly consuming bandwidth across the planet. Photographed by Mario Sorrenti and styled by Melanie Ward, the predominantly digital campaign reportedly draws inspiration from the romantic activities of young people in the digital age and features suggestive scenarios involving texting, multiple partners, and more. “We saw a behavior happening out there — and not just [with] the younger generation. It’s really dating via digital. It’s authentic and true to how this consumer communicates,” said Melisa Goldie, Calvin Klein Inc. chief marketing officer, speaking to WWD. The campaign will introduced to 27 different markets across the globe and notably includes a partnership with dating app Tinder. Alessio Pozzi also features in this campaign and is represented by Next London Men.

Please visit wwd.com to read more about this campaign.

Credits include: Client, Calvin Klein Jeans; Campaign, Fall 2015; Photography, Mario Sorrenti; Styling, Melanie Ward.

Grace Hartzel with Alessio Pozzi for Calvin Klein Jeans Fall 2015 (Photography: Mario Sorrenti)

Grace Hartzel with Alessio Pozzi for Calvin Klein Jeans Fall 2015 (Photography: Mario Sorrenti)

Laura Julie for Calvin Klein Jeans Fall 2015 (Photography: Mario Sorrenti)

Laura Julie for Calvin Klein Jeans Fall 2015 (Photography: Mario Sorrenti)