Calvin Klein Taps Leandra Medine, Miranda Kerr for 'My Calvins' Social Media Campaign

The brand wants everyone to post semi-nude selfies on Instagram.
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Dhani Mau
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The brand wants everyone to post semi-nude selfies on Instagram.

Calvin Klein loves a nostalgic ad campaign -- and this time the brand is combining nostalgia with technology.

Called "My Calvins," a riff on the label's iconic 1981 commercials starring Brooke Shields, the multitiered digital rollout is meant to promote the classic Calvin Klein logo waistband. And the company has tapped a few fashiony social media influencers to kick things off, including Miranda Kerr and bloggers like Leandra Medine (of The Man Repeller) and Chiara Ferragni (of The Blonde Salad). Each influencer has been sent product and asked to Instagram a photo of his or herself, in which the waistband is visible with the hashtag #mycalvins. It's not unlike an initiative Madewell launched last week, for which it sent fashion editors pairs of jeans to Instagram with the hashtag #madewelldenim.

Calvin Klein's hope is that the hashtag will catch on and the public will start posting their own underwear-revealing selfies. And so far it has, thanks to dudes wanting to show off their bods. With help from Olapic (a platform that allows retailers to host a curated feed of Instagram images on its websites), Calvin Klein is aggregating all the photos in a new section on its site, which is currently full of shirtless dudes. And thanks to Olapic's e-commerce technology, each pic filtered into the hub is instantly made shoppable. So if you want to look like, uh, this guy, you can do so with the click of a button.

So far, the influencers' photos are right in line with their personalities: Kerr did a sexy pose, while Medine chose to cleverly channel TLC. It will be interesting to see what the others -- Fergie, Lara Stone, Cody Simpson, Poppy Delevingne and Hanneli Mustaparta -- will come up with.