Twenty-two years after Mark Wahlberg rose to fame posing in his Calvin Kleins, the apparel label announced Wednesday Justin Bieber will star alongside Dutch supermodel Lara Stone in the Spring ’15 Calvin Klein Jeans and Calvin Klein Underwear multi-media advertising campaigns.
The black and white photos, shot by duo Mert & Marcus, smack of ’90s nostalgia with Bieber flexing in just jeans and underwear and Stone dressed in unbuttoned denim shirts and washed jeans.
Calvin Klein chief marketing officer Melisa Goldie said, “Justin joins a long list of musicians, models, celebrities and fashion icons that have been featured in our global advertising campaigns. She added, “Justin’s global recognition, expressed affinity for the brand, and powerful persona bring a compelling energy to our jeans and underwear brands.”
The campaign is Calvin Klein’s most digitally focused campaign to date. Photos were released on social media the day before the official announcement, as part of Calvin Klein’s push for more influence in the digital market. It will also feature the #mycalvins call to action that the brand initiated last February. Print ads will coincide with the March 2015 magazine issues.
Bieber said, “Calvin Klein is such an iconic brand and I am excited and honored to become a part of the Calvin Klein brand legacy with this campaign. I have been a longtime fan of the brand and have worn their jeans and underwear for a while, so this is kind of a dream come true.” He added, “This is the beginning of an exciting new year for me, personally and professionally, and being a part of this campaign has been a fantastic opportunity and experience.”