Sex in Jeans
Here's a bit about sex in jeans advertising from James Sullivan's Jeans: A Cultural History of an American Icon:
"I think it's disgusting," said Dick Gilbert, president of Zena Jeans. "It's getting to be who has the most lascivious commercial." (By 1986, one Zena print ad would feature a model with an exposed nipple.)
Paul Guez, cofounder of Sasson, joined the chorus: "You have to be desperate to do this-put sex into jeans commercials," he said.
"I like sex," [Calvin] Klein responded in the press, nonplussed. "What's bad about sex?"
Mr. Guez has since become founder, CEO and Chairman of Blue Holdings, parent of sexy brands like Taverniti So, Antik Denim and Yanuk . If Mr. Guez still stands behind his words from once-upon-a-time then we should note all those hot Antik Denim models have nothing to do with sex appeal. And their breast-exposing runway models? Well fashion shows do tend to get really hot...
A look back at some of Antik and Yanuk fashion shows and marketing follows.