“Hahah a light threesome never hurt anyone ☺ ☺ ☺” reads the text message illustration that accompanies a suggestive image of three young people as part of Calvin Klein Jeans’s latest ad campaign, unveiled today.

It’s what happens when the fashion brand’s famously controversial “My Calvins” campaign — which shot Brooke Shields — meets the Millennial generation’s sexting and Tinder.

“Our past campaigns have been more image-driven and this one was about starting a conversation through provocation,” said Melisa Goldie, Calvin Klein Inc. chief marketing officer to Women’s Wear Daily.

The campaign intends to highlight the stark reality about the freedom of quasi-instantaneous online hookups, said Goldie.