Christopher Kane has released a racy Valentine’s Day ad campaign featuring intimates with the words “Sex” and “More Joy” boldly emblazoned across the front. Fun and daringly sex-positive, the capsule collection also features the More Joy bullet vibrator with 12 speeds and a silent motor.
The campaign feels like a throwback to simpler times when advertising was more likely to push the envelope, while conversely it is in alignment with the sex-positive culture of today. The good thing about the photography is that the images are actually fairly chaste, and allow the products themselves to go out on the limb with messages of ‘Sex’, ‘More Joy’, etc. One way the campaign could possibly be improved would be to take a nod from the most recent Victoria’s Secret Valentine’s Day ad campaign, which notably features a range of body types (rather than only size-zero women as are often featured in ads for intimate apparel). In any case, the Christopher Kane capsule collection is provocative fun and will be available through the 29th of February, online and at the More Joy Pop-Up in London.
Christopher Kane Creative Directors | Christopher and Tammy Kane