Challenging The Stereotype Of Women, CK Releases The First Women'S Day Advertisement In The Asian Market.

Gender diversity, beauty and diversity, size and diversity.

This concept has not yet sprouted in Asian culture when various hugging and diversiform movements are popular in western fashion.

However, this trend may be changing quietly.

On the occasion of International Women's day in March 8th this year, the American luxury fashion brand CalvinKlein released a new advertisement to challenge the stereotype of Asian women's gender.

The advertisement, entitled "my statement #MyCalvin", is the first attempt of CalvinKlein in the Asian market, which aims to promote cultural boundaries and encourage Asian women to express their views.

The new advertisement caters to the brand's "balance" theme in 2019, attracting diverse influencers and celebrities from Asia - including Chinese model Bonnie Chen, pgender India model AnjaliLama, Japanese film producer Shiori Ito and Singapore actress VictoriaLoke, to explore their gender identity and how they remain confident, real and brave in the face of all kinds of pressures from family members, friends and colleagues.

Everyone in the video is always dressed up in the sky, wearing a CalvinKlein sportswear, giving a piece of monologue how he overcome his personal difficulties.

The intimacy of camera lens adds a layer of emotional touch to their stories.

The ad was launched three months after Raf Simons withdrew from the brand. It is an important step for CalvinKlein to show its commitment to developing its business in the Asian market.

Previously, the brand did not make a precedent for International Women's Day related activities in the Asian market.

The most recent marketing of women related topics is still in the US market. For example, the brand launched the first perfume of RafSimons last summer, and invited actress Lupita Nyong'o and Saoirse Ronan to help.

This time, Calvin Klein will publicize "My Statement#MyCalvin" activities on several official social media channels - WeChat, micro-blog and Facebook in March.

In order to let the audience get a deeper understanding of these celebrities' stories, the brand also set up a small website for consumers in Hongkong and Mainland China.

In addition, we work with KOL to create special gift packages for our customers.

Although CalvinKlein's advertisement may be the first large-scale brand to address Asian gender issues, it is not the first brand to try to guide the social topic.

In recent years, gender has become a new focus of many customer experience programs and advertising campaigns around the world.

On the stage of luxury fashion in China, many brands are eager to solve gender problems, but consumers' comments are mixed.

For example, two years ago, Japanese high-end brand SK-II's leftover advertising campaign is still regarded by many as a controversial advertisement.

Some people appreciate the courage of the brand to disseminate the information in the public, but others think that the word "leftover girl" in SK-II itself is discrimination.

For example, the French high fashion brand ChristianDior chose to dilute the Maria Grazia Chiuri's feminist movement information in the marketing of the Chinese market, for the sake of safety.

In general, challenging gender norms in the Asian cultural system is not easy.

Although the whole western world has experienced the subversive force of the #MeToo movement, the spirit of #MeToo has spread in Asia in a very subtle way.

Calvin Klein's women's day advertisement is a brave attempt.