un-branding.
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INDESIGN



Knowing how reliant Calvin Klein is on mainstream, attractive body image for their branding, I wanted to directly distort the posts that define its identity.



Especially with their #mycalvins campaign, it gave a reason for youth to publicize their body on social media to match the celebrities that modelled for the brand—Justin Bieber, Shawn Mendez, etc. For better or worse, Calvin Klein became known not for its quality of undergarments, but rather the type of bodies that come with it. 



Using these 4 images as a case study, I split each post into 3”x3” grids and manipulated the pieces to create a warped view of the normally attractive bodies being showcased.

By rendering the body incomprehensible and leaving only the Calvin Klein clothing intact, it exposes how much these ads rely on body image both spatially on page and psychologically for the viewer.