Justin Bieber has had a rocky couple of years with a deficient reputation, so this Calvin Klein campaign couldnâ€™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.
Bieberâ€™s endlessly papped signature style of low slung jeans showing off his Calvinâ€™s and promenading around shirtless is finally paying off as heâ€™s now cashing in and become part of the legacy, and he couldnâ€™t be happier. Heâ€™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 â€œbreak the internetâ€ trend to sweep social media, with tweets and gifs already flooding our timelines mocking the singer. However, itâ€™s all good business and it brings a huge amount of publicity and sales from Justinâ€™s fans- the Beliebers for the iconic designer brand. Heâ€™s no David Beckham, but weâ€™ll embrace the new representative.