Justin Bieber Becomes New Face of Calvin Klein
On Jan. 6 Calvin Klein and Justin Bieber revealed to the world that the pop icon is going to be the new face of the famed designer’s spring collection under the tagline #mycalvins. Not only was this a shocker for most due to Bieber’s musical past, but many thought the scrawny singer could not pull off the infamous advertisements from the likes of Marky Mark, Jamie Dornan and other hunks before him.
Calvin Klein ads are known to be sultry, steamy, with some of the hottest names in music and fashion staring in them. However the “Home to Mama” singer has done what most thought was impossible. The skinny boy from “Baby” has turned into a well-defined man, and it shows in the sexy black and white photos shot by Mert Alas and Marcus Piggott. Some of the posters feature a shirtless Bieber cozying up to his co-model Lara Stone. One of the first commercials aired is a video showing Bieber in black and white shirtless, sitting next to a set of drums. Then it shifts to him pulling a woman in for what seems to be a faceless kiss.
The spring campaign will be featured in 20 countries and include digital and outdoor ads in addition to print. They all include the hashtag #mycalvins, an initiative created last year to encourage fans to post selfies of themselves in their Calvin Klein apparel. This will be a different campaign with a heavier influence from social networks.
Bieber was the perfect candidate for this campaign seeing as he was named “the most retweeted” celebrity of 2014. With over 170 million followers on twitter and 20 million on Instagram, this collaboration might be the best marketing move by Calvin Klein this year.
This ad campaign is a fresh start of the New Year for the singer who had a rough 2014. No one it seems is more excited for Bieber than his fans, who have kept him trending on twitter and Facebook since the big reveal. There is no doubt that 2015 is off to a very sexy start.