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Calvin Klein apologizes for advertising with Bella Hadid

Calvin Klein apologized to the LGBT community for a new advertising campaign where the heterosexual model Bella Hadid kisses the character of the computer Lil Miquela. Fans accused the brand "queerbaiting."

Calvin Klein / Youtube.com

Calvin Klein has been criticized by many Internet users. In the comments, they accused the company of queerbaiting, a technique where a gay affair is proposed to attract the LGBT community, while not violating others. Fans pointed out that Bella Hadid, a model in advertising, is heterosexual.


Calvin Klein decided to answer claims. She issued a statement asking her to apologize to the fans and explained that the latest campaign was to encourage showing her own identity.

This campaign was created to challenge conventional norms and stereotypes in advertising. In this special film, we examined the blurred boundaries between reality and imagination. We understand and recognize that the inclusion of someone who identifies as heterosexual in a kiss with a person of the same sex can be seen as queerbaiting. As a company with a long tradition of promoting LGTBQ + rights, we certainly do not intend to misrepresent the LGTBQ + community. We really regret all the annoyances we caused – wrote Calvin Klein in a statement

Lil Miquela, who together with Bella Hadid became the campaign's face, is a computer animation. Although it does not exist in reality, it has become Star of Instagram and influencer. She participated in many advertising campaigns. Her profile on Instagram is seen by 1.5 million people.

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