Proving the power of today’s social media celebrities, Kendall Jenner managed to rack up over 3.5 million likes for a handful of Calvin Klein images on her Instagram feed this week in little over 24-hours.
Justin Bieber meanwhile gained 1.5 million for one of his posts for the brand. All of them were part of Calvin Klein’s new spring/summer 2016 #mycalvins campaign – a refresh of a user-generated content initiative that has driven social media sharing for the brand around the world.
On this occasion, investing in influencers has once again helped get the word out. The provocative poses are accompanied by a tagline of “I ___ in #mycalvins”, encouraging other people to indicate what they indeed do in theirs.
It’s also the first time that each of the Calvin Klein brands – Calvin Klein Collection, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear – have been presented together. The campaign also features other well-known names such as hip hop artist Kendrick Lamar, singer FKA Twigs, actress Klara Kristin, cult skateboarder Mark Gonzales, British artist Shantell Martin and The Wire actor Tristan Wilds.
Photographer and filmmaker Tyrone Lebon is the mastermind behind the images, with the answers to what all these familiar faces do in their Calvins rounded up into a 90-second video as well.