Calvin Klein #MyCalvins Campaign Is All About Tinder, Sexting, & The Hookup Culture

We're used to seeing our favorite celebs strip down to their skivvies in the name of fashion, but one brand is taking sexy to a whole new level. Calvin Klein's latest #MyCalvins ads taps Tinder and sexting, and the innovative concept definitely puts the risk in risqué. The American label is notorious for pushing the limit with over-the-top provocative ads that place sexuality on full display — who could forget Justin Bieber's abs starring in the last CK underwear campaign?

The new campaign features a series of racy black and white photos of brooding models posing atop one another, with a naughty conversation in a message box highlighted at the bottom. One image reads “Hahah a light threesome never hurt anyone," and another "As long as you accidentally say my name during," according to WWD. How scandalous.

The racy campaign capitalizes on the so-called "hookup culture" that has become so prevalent in today's youth. “We’re highlighting the truth about dating – the meet up, the hookup and the freedom that you have through the digital dating landscape and how instantaneous it is.” WWD reports. Well, at least they're telling it like it is.

"Raw texts. Real stories." Quite a fitting tagline. You have to see it to believe it.

Rawr.

They're pulling out all the stops here.

Clearly, Calvin Klein is quite comfortable with racy, skin-baring ads. Let's take a look at five other super scandalous CK campaigns that turned up the heat.

1. Justin Bieber

Yowza.

2. Kendall Jenner

Leaves little to the imagination.

3. Nick Jonas

Remember this?

4. Marky Mark And Kate Moss

Let's not forget the original sexy ad that started this whole provocative trend.

5. Jamie Dornan

Christian Grey posing for an underwear campaign. How fitting.