Justin Bieber has had a rocky couple of years with a deficient reputation, so this Calvin Klein campaign couldn’t have come at a better time. After a string of consistent social media attacks from the vast general public all over the world, Bieber has the opportunity to redeem himself through the association with such a prestigious brand.
Shot by Mert Alas and Marcus Piggott in New York, the campaign also features Dutch supermodel Lara Stone, with an eleven year age gap between the two. Bieber and Stone following in the footsteps of young Mark Wahlberg and Kate Moss who became the faces of the iconic company in 1992, a campaign which is over 20 years old and we still talk about it today.
Bieber’s endlessly papped signature style of low slung jeans showing off his Calvin’s and promenading around shirtless is finally paying off as he’s now cashing in and become part of the legacy, and he couldn’t be happier. He’s been tweeting with the hashtag #mycalvins to over 58.9 million followers getting thousands of retweets; it seems a partnership in favour of all those involved.
The campaign has received mixed reviews and this could be the new “break the internet” trend to sweep social media, with tweets and gifs already flooding our timelines mocking the singer. However, it’s all good business and it brings a huge amount of publicity and sales from Justin’s fans- the Beliebers for the iconic designer brand. He’s no David Beckham, but we’ll embrace the new representative.