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A music video by Calvin Klein

It’s definitely no secret that social media algorithms are favouring video content these days. So it’s no surprise then that there are loads of creative videos and short films being released by the big fashion houses, in response to the constantly evolving pressures of marketing a fashion brand and remaining relevant. 

The latest brilliant example of this is, in what may seem like a music video produced to promote the band The XX’s latest track “I Dare You”. Is, in fact, a clever collaboration between Calvin Klein, their brand ambassadors, and the band (all wearing Calvin Klein of course!) It speaks directly to the cool and conscious millennial consumer that they’re collectively trying to reach.