Calvin Klein has called on a string of famous faces in the fashion and music industries to promote its global underwear campaign.
Called ‘My Calvins’, the initiative has engaged over 100 social media influencers to curate the conversation about the brand’s latest men’s offering, Calvin Klein Dual Tone.
Victoria Secret model Miranda Kerr and musician Trey Songz kicked things off on Monday by posting Instagram selfies, in which the classic Calvin Klein waistband was visible.
Musicians Fergie and Iggy Azalea and models Vanessa Axente and Clark Bockelman are expected to post photos of themselves over the next few days, with the hashtag #myselfies.
In less than 24 hours after the first influencer photos were posted, there were over 1 million fan interactions among an audience of over 50 million.
Kerr’s intimate photo, posted to her official Facebook, Twitter and Instagram accounts, has generated over 300 thousand fan reactions across her global audience that exceeds 10 million fans.
Calvin Klein’s social media platforms were updated yesterday with visual imagery to support the launch of the campaign.
The digital hub of the campaign – mycalvins.calvinklein.com – is now live, and will aggregate and showcase influencer and user-generated content tagged with #mycalvins.