Calvin Klein is using plus-size models to reinvent its brand

Calvin Klein is using plus-size models to reinvent its brand
Rapper Chika Oranika

[Ed. – These models aren’t ‘pleasingly plump’ or Rubenesque. They’re morbidly obese.]

This past spring, you couldn’t miss her.

Commanding 4,000 square feet of premium Soho air space and wearing nothing by CK underwear, the indie rapper Chika gazed knowingly from Calvin Klein’s massive billboard — just like Kate Moss and Kendall Jenner before her.

But the 22-year-old musician’s proudly plus-size body type felt like a rebuke against the brand’s traditional muses and their famously skinny silhouettes.

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The recent ad’s aftershocks included a feature in Time magazine, an InStyle interview and — thanks to a slew of Instagram tags — millions of digital impressions. But while Chika called her campaign coup a “happy surprise,” it was actually a deliberately canny move from Calvin Klein HQ.

Once the chicest name at New York Fashion Week, the brand didn’t even bother to present this past February nor is it on the show schedule that begins Friday.

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