Calvin Klein have made some clever choices when it comes to potential ambassadors for their spring collection, cashing in on the success of Justin Bieber and Kendall Jenner’s social media following, among other A-list celebrities, musicians and artists whose Instagram profiles alone are enough to sell out a new line of underwear. Gone are the days when these brands would gravitate towards high fashion, faceless models; today the added element of celebrity endorsement via social media is of paramount importance. Without having to place a single advertisement elsewhere, and employing Bieber, Kendall, FKA Twigs, Kendrick Lamar to break the news of their collaboration on their own personal Instagram profiles, the brand’s new offering garners itself an unprecedented level of exposure. This time around, they’re making it all about you with the hashtag #MyCalvins.
We’ve always adored the clean simplicity of Calvin Klein underwear; it’s timeless, it’s neutral, and it makes you feel really damn good. In fact, it’s one of few brands left, where we’re happy to have their name displayed on the garment that we’re wearing. Long gone are the days when you’d be proud to show your allegiance to the likes of Abercrombie & Fitch with a logo-heavy sweatshirt.
Let’s take a look and see how they’re fronting this fresh new collection, photographed by Tyrone Lebon.