Calvin Klein sent pairs of his signature 1980s waistband underwear to models, musicians and bloggers, and asked them to post selfies wearing them.
Calvin Klein is a brand that knows what works for its audience. And for its underwear line, that is a sexy, well-known face wearing its minimalist undergarments, with a pouty, suggestive look on their face. In 1981, Brooke Shields famously announced that nothing got between her and her Calvins and today, Calvin Klein is modernizing the formula, by letting famous and not-so famous take to Instagram and use the hashtag #mycalvins to get the same sentiment across.
Supermodel Miranda Kerr and R&B rapper Trey Songz kicked off the campaign, my posting themselves in their Calvin underwear, which both received thousands of likes within minutes. According to Women’s Wear Daily:
More than 100 influencers from 15 countries with a combined reach of more than 250 million fans on social media were tapped by the brand, including actors, bloggers, models and musicians. They include Fergie, Lara Stone, Cody Simpson, Poppy Delevingne and Hanneli Mustaparta.
But the social media campaign is not limited to the rich and famous. Calvin Klein is encouraging everyone to take part and use the hashtag to show off their Calvins.
The brand is honing in on the selfie zeitgeist, encouraging people to do what they already and at the same time promote the brand.