American fashion giant Calvin Klein has mastered the art of reinventing its iconic campaigns from years past for the new generation. They’re back at it again for the 2014 campaign, and it’s impossible not to notice the #mycalvins hashtag that takes center stage in the ads. Following the success of the widely popular social media campaign of the same hashtag, which encouraged influencers in the digital space (think Leandra Medine, Chiara Ferragni and Harley Viera-Newton) to post photos of themselves in Calvin Klein undies, the hashtag will now be a prominent part of the season’s print, digital, in-store and outdoor advertisements.
According to a release from the brand, #mycalvins has engaged over 6 million fans and has reached a whopping 200 million fans in 23 countries since its launch in February. Looks to us like the digital-focused strategy is working, look forward to seeing these ads debut in September.