The latest homage to the nineties this week comes in the form of Calvin Klein Underwear's new #mycalvins campaign featuring the latest and greatest of young talent stripping down to their underwear and asking the question 'what do you do in yours?'
The campaign has been an instant viral success with the young stars immediately sharing their own images on Twitter and Instagram, in particular the two key players Kendall Jenner and Justin Bieber returning once more and sending their #mycalvin statements out to a collective 89.3 million Twitter followers and 102.8 million Instagram followers.
20 year old Jenner features in a number of shots declaring that she 'stands tall' in her Calvins. The model also 'wants to be with you' as she shared a four second video that flipped between shots of her lying on her bed in Calvin Klein Underwear with close ups of the eye, lips, belly button and rear with the statement flashing in between.
Singer Justin Bieber's statement seems to reflect his persona perfectly as he poses confidently in black briefs by a statue to state that he 'flaunts' in his Calvins. In his second, more relaxed pose he switched to white briefs to 'dream' and appears to be asleep, something that has clearly worked with for his audience as the image has already had 75.1k likes on Calvin Klein's official account.
Everything about this campaign is cool, fresh and informed with the likes of Kendrick Lamar and FKA Twigs also starring, wearing slightly more than Kendall and Bieber, but relaying the idea that Calvins are an essential part of a creative, modern life.
The stars are reflecting, excelling, flexing and focusing in their own #mycalvins aligning the brand not simply with a nostalgic nineties idea of cool but translating that into the modern day. 'My Calvins' is no longer a slogan but a hashtag that carries the collection everywhere, into people's phones and desktops rather than having to open a magazine or see an advertisement and immediately involves anyone who fancies uploading their own image and sharing with the world 'how i wear #mycalvins'.
Underground music stars like New Yorkers Fetty Wap and Joey Bada$$ that are also featured appeal straight to the Instragram obsessed, switched on millennials and make no time for those not in the know and also flaunt their statuses, with Fetty Wap bragging that 'I make money in #mycalvins'.
The glossy images usually associated with fashion campaigns are stripped away, and that is certainly something that has really evolved for SS'16. Raw talent, real people and a direct link to social media, these brands want new customers and know how to get them.
Of course, whilst we embrace the new there will always be some of us who will never see anything past Kate Moss and Mark Whalberg's glorious partnership for the brand in 1992. They were the original rebel couple for Calvin Klein with fresh-face Moss and bad boy Marky Mark really causing a stir in their stark, black and white, but eternally beautiful images by Herb Ritts.