Over 180, 000 photos are tagged #MyCalvins on Instagram. To give some perspective on how huge this is, check out the number attached to #HMBalmaination (13, 118), #YeezySeason (71, 474) and #LonelyGirlsProject (328). In 2014, Calvin Klein launched the campaign to promote its underwear line—using social media (and a slew of digital influencers) as its tool.
Following the original postings from social media stars tagging #MyCalvins came the celebrities. Kendall Jenner and Justin Bieber to be specific (interestingly, Bieber was approached after he tagged #MyCalvins purely out of his love for the brand). And once the celebrities came, millennials followed, with the minimal, lo-fi campaign shots being recreated, tagged and shared.
As Racked pointed out, the campaign taps into the idea of nostalgia—referencing campaigns of the early ‘90s featuring Mark Whalberg and Kate Moss.
Since the conversation started, Calvin Klein has seen significant growth on its social platforms and the best submissions end up landing on the site—a pretty good incentive to get tagging if you’re an aspiring model or looking for fame.
What can we learn from this? Sometimes, going back to basics is what works best for an iconic brand.
Keep scrolling to see our favourite shots of Kendall Jenner in the campaign and to shop some of our most-coveted pieces.
Have you taken part in the #MyCalvins campagin? Let us know why or why not in the comments below.
-
Kendall Jenner Wore Capris With the Only Shoe Trend Worse for Airport Security Than Flip-FlopsRisky but chic.
-
Against All Logic, This Is the Stylish Boot Trend Fashion People Are Still Wearing in the HeatSpotted on Camila Morrone and Kendall Jenner.
-
Kendall Jenner Wore an Elegant Yet Seductive Dress Trend to Jeff Bezos's Wedding in VeniceSee what all of the Kardashians and Jenners wore.
-
Hold the Sneakers: *This* Is the Stylish Shoe Trend Fashion People Are Wearing With Leggings to PilatesKendall Jenner is leading the way.
-
The Classic Swimwear Trend L.A. Fashion People Are Swapping Their Bandeau Bikinis ForNo fuss.
-
I Found It: The Only Denim Trend That Makes Flip-Flops Look Sophisticated Instead of CheapIn Kendall Jenner we trust.
-
Fashion People Are Wearing This $50 Accessory (Kendall Jenner Included), and I Bought It—My Outfits Are Now CoolerThis item is everywhere.
-
Seen Courtside at the Knicks Game: The Anti-Summer Pant Trend That's Surprisingly Everywhere Right NowIt's unexpected, but it works.
