Calvin Klein showcased the immense marketing power of social media when it cast Justin Bieber with the inclusion of the #mycalvins hashtag in its spring 2015 campaign which generated controversy and plenty of sales.
Making another smart move, Calvin Klein has booked Kendall Jenner as the face of Calvin Klein’s new #mycalvins Denim Series, “a limited-edition, logo-driven offering inspired by athletic and urban streetcar style”, which will be available exclusively at Opening Ceremony beginning April 15 as well as Calvin Klein's website beginning May 15. “Kendall’s powerful fan base and global reach will further amplify the current cultural conversation surrounding the Calvin Klein Jeans brand,” Melisa Goldie, chief marketing officer of Calvin Klein said in the press release.
“Modeling for Calvin Klein Jeans is really a dream come true,” said Jenner in a press release. “I’ve grown up wearing the brand and seeing the iconic advertising in magazines and on billboards featuring some of the world’s top supermodels. To now be a part of that legacy is truly an honor.”
Alongside male model Simon Nessman, Kendall wore hooded crop tops, overalls, and classic gym shorts for the shoot, which was photographed by Alasdair McLellan in New York City.
"Proud to be the face of the new @calvinklein #mycalvins Denim Series!" Kendall announced on Twitter, sharing her very first photo for the iconic brand.
..... Devashree Goenka