(Filed Under wholesale Men's Underwear News). Calvin Klein, Inc. has hired Justin Bieber, along with Dutch model Lara Stone, for its spring 2015 underwear and jeans “global multi-media advertising campaign.”
“Justin joins a long list of musicians, models, celebrities and fashion icons that have been featured in our global advertising campaigns,” said Melisa Goldie, chief marketing officer of Calvin Klein. “Justin’s global recognition, expressed affinity for the brand, and powerful persona bring a compelling energy to our jeans and underwear brands.”
Calvin Klein is a wholly owned subsidiary of PVH Corp. Images were created by photographers Mert Alas and Marcus Piggott in New York City and campaign imagery and videos are available at calvinklein.com/justin.
According to the company, the campaign will appear in 20 countries and utilize “digital, outdoor and print advertising, as well as exciting experiential components, timed to coincide with March 2015 magazine issues. This season will represent Calvin Klein’s most digitally-focused campaign to date with an increased social presence to amplify and create conversation around the campaign, engaging both Calvin Klein’s and Bieber’s fans and followers. The campaign will also feature the #mycalvins call to action that the brand initiated last February, which invites fans of the brand to participate in the social media campaign by posting a selfie of themselves wearing Calvin Klein.”
The company noted that “Calvin Klein’s ongoing connection to music began with one of the brand’s earliest and most iconic campaigns which memorably featured Mark “Marky-Mark” Wahlberg alongside model Kate Moss.”
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