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Calvin Klein's Fall Campaign Stars Lara Stone and a Hashtag

Social media takes center stage for the American brand this season.

American fashion giant Calvin Klein has mastered the art of reinventing its iconic campaigns from years past for the new generation. 

Case in point? It has revived the gritty, cool CK One ads — the ads that originally starred Kate Moss and Marky Mark in the early '90s — twice over the last couple of years, featuring today's biggest "it" kids and adding a social media component. Calvin Klein Jeans also unveiled its capsule collection with on Monday, which includes imagery featuring Lottie Moss, reprising the very campaign that helped make her sister Kate a star. 

Now, Calvin Klein Jeans is at it again, and for the label's fall 2014 campaign, it's impossible not to notice the #mycalvins hashtag that takes center stage in the ads. Following the success of the widely popular social media campaign of the same hashtag, which encouraged influencers in the digital space (think Leandra Medine, Chiara Ferragni and Harley Viera-Newton) to post photos of themselves in Calvin Klein undies, the hashtag will now be a prominent part of the season's print, digital, in-store and outdoor advertisements. According to a release from the brand, #mycalvins has engaged over 6 million fans and has reached a whopping 200 million fans in 23 countries since its launch in February. Looks to us like the digital-focused strategy is working.

The images were shot by Mert Alas & Marcus Piggott and star Lara Stone — who models exclusively for Calvin Klein — in her first campaign since giving birth to her son one year ago, alongside male model Matt Terry. The new ads will debut in September, and whether or not you plan to participate in the #mycalvins action by posting a photo of yourself in skivvies on the Internet, you should probably take a look at the smoking hot campaign below.

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