Calvin Klein has found a way to keep us busy for Spring: This week, the brand launched a global social media initiative asking fans to share selfies where they show off the iconic Calvin Klein waistband. Why haven't we thought of it first?
Called “show yours. #mycalvins”, the campaign coincides with the launch of Calvin Klein's latest underwear collection, Calvin Klein Dual Tone. For the occasion, the brand has tapped over 100 style influencers to contribute to a "digital conversation" by posting titillating self-portraits on social media with the hashtag #mycalvins.
The first selfies were teased out on Monday by R'n'B singer Trey Songz (pictured, above) and model Miranda Kerr, and other personalities from 15 countries will progressively add their contribution to the campaign.
But the best thing is perhaps the sexy strangers posting #mycalvins selfies and giving some of the official models a run for their money. The best pictures are then handpicked by the Calvin Klein team and featured on the brand's official Instagram feed, thus allowing anybody to become a bona fide Calvin Klein model for a hot second.
The campaign is also changing the way we shop for underwear: If you're dying to get your hands on the
cutie in nice briefs that you've seen on the #mycalvins page, click on your crush's selfie and the digital platform will help you "get the look" by selecting a similar type of underwear available for purchase online. Sadly, the model isn't included --but at least you get his Instagram tag.
The first few selfies posted have already generated over 1 million interactions, among a global audience of over 50 million users. Trey Songz, who has a combined following of over 26 million fans on his official social media accounts, posted two photos that, in less than two hours, made the hashtag #mycalvins trend on Twitter across four continents. Which totally makes sense; I mean, look at him.
More celebrity contributors are yet to be named, but Calvin Klein has revelead that some of the future posts will be made by musicians Fergie and Iggy Azalea. Some of CK's most famous models, like Clark Bockelman, David Agbodji, and Matt Terry (pictured, above) have already shared their selfie. What are you waiting for? We'll keep checking the #mycalvins Instagram feed for updates. See you there!