How #MyCalvins Became a Social Media Phenomenon
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.
-
25 Cotton Thongs That Are Cool and Comfortable
Stock up.
By Bianca Nieves
-
Wow, It's Only February, But Celebrities Are Killing the Outfit Game Already
Both on and off the red carpets.
By Drew Elovitz
-
Kendall Jenner Wore the Bag Color Trend We'll All Want to Buy in 2024
It's the new red.
By Allyson Payer
-
Kendall Jenner's Sheer Beach Dress Is About to Go Viral on Instagram
It's only a matter of time.
By Erin Fitzpatrick
-
Kendall and Hailey Wore the Classic Sweater Trend Everyone's Buying From J.Crew
Great fashion minds think alike.
By Allyson Payer
-
Kendall Jenner Wore the #1 Coat Trend for 2024 Twice in One Week
Bottega Veneta and Phoebe Philo are backing it.
By Kristen Nichols
-
I Ranked the Celeb-Favorite Beauty Products I Was Influenced to Buy This Year
It was tough, but I did it.
By Kaitlyn McLintock
-
The Elegant Color Every Celeb Will Be Wearing in 2024
My crystal ball said so.
By Eliza Huber