Calvin Klein’s new Mother’s Day advertising campaign featured a pregnant transgender man and consumers are threatening to throw away their underwear over the “virtue signaling” display.
“Today, in support of women and mothers all over the world, we’re spotlighting the realities of new families,” the luxury drawers maker posted to Instagram on Mother’s Day.
The campaign featured pregnant transgender man Roberto Bete lounging in bed in only a pair of the brand’s black briefs. He cradled his extremely pregnant belly with one hand, while his top surgery scars were completely visible. Bete’s transgender female partner, Erika, laid next to him in a white t-shirt and women’s panties.
“We can reproduce biologically or from the heart,” the post read. “Our place is to love and be loved.”
New Calvin Klein Ad featuring pregnant "male" 😒 pic.twitter.com/0cf181X7HO
— 🖤 ℂ𝕙𝕒𝕠𝕤 ™ 🖤 (@chaossden) May 12, 2022
Calvin Klien got some serious backlash for featuring Bete, who gave birth to baby girl Maria Lucia on Wednesday.
“Will NEVER purchase another product from you again. Thank you,” one viewer wrote in the comments. “Okay that’s enough Calvin Klien clothes for me,” agreed another.
“Virtue signaling at its finest. None of this has anything to do with clothing,” a commenter snarked. “Guess we shall be seeing more of your clothes on the clearance rack in Ross, Marshalls and TJMaxx,” someone added.
“We knew this brand was twisted when they were linked to Uyghur slave labor,” one person wrote. “Hold up… I gotta make a drop off a goodwill #gowokegobroke,” a replier stated.
The brand addressed the negative comments within the post’s comments section. “We embrace this platform as an inclusive and respectful environment for individualism and self-expression,” the company wrote.
At Calvin Klein, we tolerate everything except intolerance— any intolerant commentary will be removed, and any accounts issuing hateful statements may be blocked,” they continued. “We look forward to continuing a positive and inclusive dialogue in partnership with our community.”