Calvin Klein enlists bad-boy Justin Bieber for global ad campaign
Justin Bieber has branched out into the fashion industry becoming Calvin Klein's latest brand ambassador for the spring 2015 collection.
The Canadian pop musician will feature alongside Dutch supermodel Lara Stone in Calvin Klein Jeans and Calvin Klein Underwear's global multi-media advertising campaign.
The child star, now 20 years old, has in the last year had several scrapes with the law including being arrested by Los Angeles police for drag racing last January. Bieber will now be the face of the clothing brand in 20 countries worldwide in a campaign spanning digital, outdoor and print advertising platforms.
Using Bieber’s extensive 59m fans on Twitter, the hashtag #mycalvins will be used to encourage conversations and user-submitted selfies.
Melisa Goldie, chief marketing officer of Calvin Klein, said: “Justin joins a long list of musicians, models, celebrities and fashion icons that have been featured in our global advertising campaigns.
“Justin’s global recognition, expressed affinity for the brand, and powerful persona bring a compelling energy to our jeans and underwear brands.”
Bieber added: “Calvin Klein is such an iconic brand and I am excited and honoured to become a part of the Calvin Klein brand legacy with this campaign. I have been a longtime fan of the brand and have worn their jeans and underwear for a while, so this is kind of a dream come true.
“This is the beginning of an exciting new year for me, personally and professionally, and being a part of this campaign has been a fantastic opportunity and experience.”
The global media campaign was produced under the creative direction of Calvin Klein’s in-house ad agency and creative studio, working with Wednesday London
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