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Calvin Klein Expands its Roster of Stars
Posted by Lingerie Talk | February 1, 2016

Calvin Klein uses a combination of celebrities, fashion models and street-cast new faces in a cross-brand spring campaign for its underwear and clothing brands.

Brand ambassadors Justin Bieber and Kendall Jenner are back for a second year to front the campaign shot by Tyrone Lebon, along with current celebrity influencers like FKA Twigs, Kendrick Lamar and Gurls Talk founder Adwoa Aboah (above).

The campaign builds on the ubiquitous #mycalvins celeb selfie promotion of recent years by asking models (and, by extension, customers) to fill in the blank in the new slogan “I _____ in #mycalvins.”

It’s all meant to shift the CK promotional language away from mere selfie-shooting to action and involvement in society — the so-called second wave of social media.

And, as before, it aims to position CK as the universal undies brand for all bodies and all activities — and the all-occasion fashion accessory. So if that CK waistband logo shows up on the steps of the Met Ball this year, you’ll know who to blame.

Below is a sample of shots from the underweear, lingerie and performance wear categories in the big campaign, which covers all of CK’s product brands. Visit the company’s main site to see and learn more.


One Response to “Calvin Klein Expands its Roster of Stars”

  1. JustMe says:

    Is the “I hynotize” to solidify models as brainless people?

    Justin B is pointless. As a rich boy he will do anything/everything/with anyone in any brand… but esp brands he is paid to be wearing for a photo shoot. Like all celebs, he can be bought by any brand.

    And the “seduce” is today’s version of pre-pub girls (a la Brooke Shields) saying to the world they exist for sex … again showing women as brainless.

    Luckily I’ve worked in the marketing biz too long to personally give a care about any label/brand/lifestyle that is not of MY own choosing and my own curation. The first thing I do to clothes is rip out labels… they scratch the skin and warp the mind.

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