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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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Megan Fox’s new Armani ad unveiled

The full-length version of Megan Fox’s Armani Jeans and Emporio Armani Underwear spring/summer 2011 campaign, has been released.

Shot by fashion photographers, Mert Alas and Marcus Piggott, the ad sees an ultra-thin Fox provocatively posing in a series of skimpy looks.

A second video featuring Rafael Nadal (who takes over from Cristiano Ronaldo for the brand this season), will be released in full on Monday, March 7.

Fox meanwhile, is also the star of the new Armani Code fragrance campaign, the video of which is due to be unveiled over the coming weeks. Images released so far show the actress sporting a short black bob, topless though covered by a sheet, and accompanied by a nude male model on a rooftop in Los Angeles.