Calvin Klein just added some supremely cool celebs to its #MyCalvins roster. Headlining is singer FKA Twigs and rappers Kendrick Lamar, Fetty Wap, and Joey Badass. They join former Calvin campaign stars Justin Bieber (who is not at all shy about loving himself in the campaign) and Kendall Jenner.
The ads were shot by fashion photographer Tyrone Lebon and feature each spokesperson showing how they wear their Calvins. They made their debut on the artists’ respective Instagram accounts and the Calvin Klein brand account Tuesday night.
The casting of more alternative stars, as opposed to solely the Insta-famous (like Jenner and Bieber in campaigns past), speaks to a larger trend for Calvin Klein and the fashion industry in general, to embrace the unique and unconventional. Take for example, the accessories campaign that CK debuted this month, which featured mother-daughter duo Lisa Bonet and Zoe Kravitz as a new kind of #RelationshipGoals or the recent nostalgia-tinged Guess campaign starring A$AP Rocky.
You can see all the ads, below.
There’s also a cheeky accompanying video featuring the making of the campaign: