Calvin Klein is jumping on the hash tag bandwagon for its new campaign aptly called "#mycalvins." The brand has tapped some of today's hottest models, musicians and fashion bloggers, including Miranda Kerr, Trey Songz and Chiara Ferragni, to show off their undies on social media. (Not like there aren't enough sexy snaps on Instagram already.)
The provocative campaign launched on Monday with Miranda and Trey sporting the signature Calvin Klein waistband underwear in Instagram selfies. These two are no strangers to flaunting what's underneath their clothes, but their turn as CK models has caused quite a buzz.
Women's Wear Daily reports that immediately after posting, the former Victoria's Secret model had nearly 40,000 likes in the first 30 minutes, while the R&B singer had more than 116,000 likes in two hours. And the number of likes have continued to rise, as this morning, Miranda reached the 166,000 mark and Trey's two brief pics put his total of likes around 277,000.
Calvin Klein underwear campaigns have helped to propel the careers of many stars since the late '80s and early '90s. Christy Turlington, Kate Moss, Mark Wahlberg, Zoe Saldana and Kellan Lutz (just to name a few) are among the brand's most iconic faces. However, the brand is also encouraging lesser-known faces (read: your BFFs) to flick it up on social media with their own #mycalvins posts. We dare you to go search that hash tag on Instagram or Twitter!
Check out Miranda Kerr and Trey Songz's racy #mycalvins ads below, and keep checking back here as we update with more images from the campaign.