![]() The 20-year-old pop stars new role had many teenagers swooning, but most women were underwhelmed by the news, with one. JanuWhen we first caught a glimpse of Justin Bieber ’s Calvin Klein Underwear ads, all we could think was how familiar they looked. The then 15-year-old was filmed writhing on the floor in her Calvin Klein jeans, before murmuring to the camera, “You know what comes between me and my Calvins? Nothing. Justin Bieber was announced today the new underwear model for Calvin Klein. If Brooke Shields could have broken the internet in 1981, with the suggestive Calvin Klein ad she starred in that year, she would have done. “It was clear in our new hyper-voyeuristic world that everyone wanted everyone else to see what (social celebrities) were up to in their underwear,” says Courtney Blackman, founder and managing director of leading London-based fashion public relations agency Forward PR. Today, the #mycalvins hashtag has been used 362,000 times, with the award-winning campaign touted as one of the most successful uses of social media in advertising. In one ad, Bieber broods while showing off his six-pack and tattoos in only boxers, while in another, he wears denim pants sans shirt with Stone draped across his back. Bieber, for example, has 64.8 million followers on Instagram, while the official Calvin Klein account has 4.3 million.Īs these influencers posted raunchy images of themselves in their Calvins, the public began to copy. ![]() ![]() Each of the Calvin Klein labels Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear. Calvin Klein also delivers designer apparel, shoes and accessories that aim to elevate everyday essentials. “Social celebrities” are those with huge clout on platforms such as Facebook, Vine and Instagram. The Calvin Klein brand is known for its iconic underwear with CK logo waistband and recognisable designer jeans including the 90s straight.
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