Eva Mendes-Jamie Dornan |Calvin Klein Jeans Spring 2010

Calvin Klein Jeans Spring 2010My first impression of any new Calvin Klein jeans campaign is to wonder if it will disrupt the citizens of New York’s Soho. Calvin Klein has a ‘permanent’ lease on a billboard at Houston near Lafeyette.

Calvin Klein Jeans Spring 2010Shot by Steven Meisel, the Spring 2010 Calvin Jeans ‘Body’ ads are predictably sexy, and I argue erotically sensual. Yes, Eva Mendes & Jamie Dornan are about to have sex on the sand any moment, but it’s just the two of them this season.

To my mind, the photos are ‘arty’ and much more sensual than the 2009 campaign that pushed the envelope, but lacked any genuine eroticism. The photos were gratuitous provocation but superficial.

It was the homoerotic foursome M-M-F-M in 2009 that sent New Yorkers into gasping mode. The photography was all sexual innuendo but memorable and highly suggestive. I couldn’t help wondering if Eva Mendes wasn’t the fourth wheel in the photo shoot, but bisexuality is a big trend, especially among younger people.

Joel’s Photo-a-Day shares the current Calvin billboard on the corner. I’d say that Spring 2010 will not upset the neighborhood.

On the subject of ‘real people’, these Mendezs and Dornan are gorgeous. While I totally support larger-size bodies in ads, Calvin Klein is being true to his brand ID for Spring 2010. Eva Mendez is often labeled as ‘too sexy’ even at 35. Hence the Calvin Klein folks love her smoldering sensuality. Anne

Spring 2010 photos via Fashion Gone Rogue.