Melisa Goldie, CMO of Calvin Klein, Inc., said in a statement, “This campaign is representative of how culture is evolving as we speak. We’re bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation. Millennials reject labels when it comes to their own identities, and they want products that are personalized and individual, which we’re achieving as Calvin Klein moves toward further establishing itself as a lifestyle-centric global brand. To do that, we have to recognize that people don’t want traditional one-sided advertising anymore. Instead, they want to participate in campaigns that capture their imagination. With this campaign, we feel we have created something that truly illustrates the future of the brand, and captures the current youth culture zeitgeist.”
For the campaign, Justin and Kendall were asked to fill in the blank of “I _____ in #mycalvins," to support the concept of movement and moments of life that bring sensuality and sexiness to the brand. Justin’s images announce that he dreams and flaunts in his Calvins, while Kendall went with, “I stand tall in #mycalvins."
Joining Justin and Kendall in the campaign, which was shot by Tyrone Lebon, are FKA twigs, Kendrick Lamar, and other hot young stars.
Bieber debuted as a Calvin Klein model last year, when he posed with model Lara Stone.