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Calvin Klein expands #mycalvins campaign to incorporate denim

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The #mycalvins social media campaign from Calvin Klein Underwear, which encouraged followers to upload photos of themselves wearing their branded smalls on Instagram, Twitter or Vine, has been going strong since February 2014.

According to the company, “thousands” of posts (we heard circa 7,000 to be precise) have engaged over six million fans and reached over 200 million of them from more than 23 countries.

Now, that same initiative has been expanded to denim. For autumn/winter 2014/15, the Calvin Klein Underwear and Calvin Klein Jeans campaigns have been brought together, featuring the familiar faces of Lara Stone and Matt Terry. Shot by Mert Alas and Marcus Piggott, the duo are portrayed in black and white, with the #mycalvins hashtag also featured, highlighting how intrinsic it has become to the campaign.

Indeed the hashtag will be pushed prominently across print, digital, and outdoor advertising executions as well as in-store, on hang tags and at point of sale. Furthermore at retail, the campaign is set to expand with the call-to-action: “Put it on. take it off. show yours. #mycalvins”

As with the original launch for underwear, a series of celebrities and digital influencers are continuing to be engaged, posting their own shots with the hashtag too.

Also worth checking out: the recent #CKmeforme campaign via Snapchat and Tumblr.

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digital snippets e-commerce Uncategorized

Digital snippets: Oscar de la Renta, Giorgio Armani Boudoir, ASOS, Jimmy Choo

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • Why Oscar de la Renta is so “haute” on social media [Mashable]
  • Giorgio Armani’s “Boudoir” fashion film for autumn/winter 2011/12 by Mert Alas and Marcus Piggott (as above) [KARLISMYUNKLE]
  • Jimmy Choo’s Tamara Mellon launches Tumblr blog [Racked]
  • Fashion bloggers to spur online luxury sales [Reuters]
  • Personal shopping site JustFabulous raises $33m funding [Forbes]
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Kirsten Dunst fronts Bulgari fragrance ad

Following on from the print campaign shot by Mert Alas and Marcus Piggott (see below), Bulgari has released a video ad for its new Mon Jasmin Noir fragrance, starring Kirsten Dunst.

The actress appears alongside a lion draped in a pale pink dress and jewels from Bulgari’s new Mediterranean Eden Collection, which was unveiled during Milan Fashion Week at the end of February.

She is filmed strolling around a 16th century garden at Villa Balbianello, Lake Como, as the lion placidly follows along behind. The two are then seen cosying up as Dunst delicately strokes the lion’s mane.

“With her distinctive charisma, Kirsten is the embodiment of the warmth and tenderness this scent evokes,” said the brand’s Facebook post.

The spot finishes with a shot of the new perfume bottle. Supposed to represent a bewitching femininity, Bulgari has also created a microsite where you can find out more about the scent, here: Bulgari.com

Take a peek behind the scenes with this video, too: YouTube.com