#ShareYourSexy

In November 2015, Zalando partnered with Calvin Klein Underwear to launch #ShareYourSexy, a campaign that invited Europe to redefine what “sexy” really means. Starring supermodel Joan Smalls, the campaign turned sensuality into something confident, inclusive, and fun, just in time for the holiday season.
With a wink and a sense of cheekiness, localized edits featured Joan playfully referencing cultural clichés, from Swiss clocks to French baguettes, creating a lighthearted connection with audiences across Europe. Directed by Daniel Jackson, the film brought Calvin Klein’s signature minimalism together with Zalando’s spirited tone, encouraging everyone to share their own version of sexy.

Creative Director: Cathy Boom
Art Direction: Camila Bascon
Scope: Art Direction, Design, Social Media

Customer Journey

& Social Media

At the heart of #ShareYourSexy was participation. Through a dedicated digital hub and social channels, audiences across Europe were invited to share what “sexy” meant to them, turning a campaign into a conversation. Localized video edits featuring Joan Smalls spoke directly to viewers in each market with humor and attitude, from Spanish apples to French kisses.

To fuel engagement, we created a series of cheeky, shareable quotes paired with playful, double-meaning icons, visual winks designed for social interaction. Together, these elements shaped a witty, cross-cultural experience that celebrated individuality, connection, and the fun side of confidence.

across Europe to define “sexy” on their own terms. Through localized edits, cheeky storytelling, and interactive social content, the campaign blended Calvin Klein’s attitude with a light, accessible tone that encouraged participation rather than performance.
A confident, inclusive take on intimacy and expression, made to be shared.

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