Show us your undies
The label has launched a global campaign asking fans to post pictures of their Calvin Klein underwear on social media.
The campaign is based on the brand’s iconic underwear waistband, which has been immortalised by celebrities including Kate Moss and Mark Wahlberg.
Social media users are asked to post pictures of themselves wearing Calvin Klein underwear with the hashtag #mycalvins.
The American brand says this is “an image-driven initiative which simultaneously taps into the power of the pop culture selfie.”
Calvin Klein is using 100 international trend setters to kickstart the social media drive, including Australian supermodel, Miranda Kerr.
Other key influencers include The Man Repeller’s Leandra Medine, model Poppy Delevingne, and fashion blogger BryanBoy.
“This initiative was ultimately inspired by what we were already seeing from consumers on social media,” says Malcolm Carfare, EVP and chief communications officer at Calvin Klein Inc.
“We wanted the actual campaign to not only celebrate that, but to actually be driven by it.”
“We decided to place the launch of the #mycalvins initiative in the hands of these influencers.”
Less than 24 hours after the first influencer photo was posted in mid-February, there were more than 1 million total fan interactions.
Calvin Klein’s underwear have even been spoofed by The Muppet’s Kermit the Frog with a series in the 1990s called ‘Kermit Clein’.