#ShareYourSexy

In November 2015, Zalando partnered with Calvin Klein Underwear to launch #ShareYourSexy, a campaign that invited Europe to rethink what “sexy” can be. Starring Joan Smalls, the work shifted sensuality away from perfection and toward something playful, confident, and personal, just in time for the holiday season.

With a wink and a sense of cheekiness, localized edits featured Joan humorously referencing cultural clichés across Europe, from Swiss precision to French kisses, creating an instantly relatable connection. Directed by Daniel Jackson, the films blended Calvin Klein’s signature minimalism with Zalando’s spirited tone, encouraging people everywhere to share their own version of sexy, no rules, no stereotypes, just attitude.

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

SOCIAL MEDIA

Participation was at the core of #ShareYourSexy. Through a dedicated digital hub and coordinated social rollout, audiences across Europe were invited to define what “sexy” meant to them, transforming the campaign from a message into a movement. Localized edits featuring Joan Smalls delivered tailored humor and attitude to each market, from Spanish apples to French kisses, creating an immediate, culturally relevant connection.

To spark engagement, we developed a series of cheeky, shareable quotes paired with double-meaning icons, small visual winks designed for reposting, reacting, and playing along. Together, these touchpoints shaped a witty, cross-cultural journey that celebrated individuality, confidence, and the joy of not taking “sexy” too seriously.

#ShareYourSexy invited people across Europe to define “sexy” on their own terms. With localized edits, playful storytelling, and interactive social moments, the campaign blended Calvin Klein’s iconic attitude with Zalando’s light, accessible voice, encouraging participation rather than performance.

A confident, inclusive take on intimacy and expression, designed to be shared and celebrated.

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