Calvin Klein showcased the immense marketing power of social media when it cast Justin Bieber (alongside Lara Stone) in its spring 2015 campaign. Between the singer's massive following, the inclusion of the #mycalvins hashtag in the ads and all of the press attention, the label gained over 3 million followers on its various social channels. The American brand is clearly going ahead with this strategy, as it has chosen the very social media-savvy Kendall Jenner as the face of its new Calvin Klein Jeans Denim Series, a limited-edition line of athletic, logo-driven pieces that will make its debut at Opening Ceremony.
In the campaign, shot by Alasdair McLellan and styled by Melanie Ward, Jenner is featured with male model Simon Nessman wearing relaxed, streetwear-inspired clothes, with a decidedly downtown beauty look — wet, matted down hair, bold brows and clean skin. The 19-year-old was an active participant in the brand's wildly successful #mycalvins social media campaign, where she posted selfies in bed wearing nothing but — you guessed it — her Calvins. We're sure the hashtag will pick up plenty of steam once Jenner shares the news of her latest campaign with her 21.8 million Instagram fans.
The collection of sweatshirts, tees, denim and more will range in price from $58 - $348, and will be available to shop at Opening Ceremony on April 15 and on calvinklein.com on May 15. See Jenner's full campaign in the slideshow below.