It’s actually #mycalvins. If you use the correct hashtag, you could find #yourcalvins side-by-side with those belonging to Miranda Kerr, Lara Stone, Leandra Medine, Chiara Ferragni, Bryanboy, Fergie, Aimee Song, and approximately 100 strangers who are very comfortable being photographed in their skivvies.
Both to pay homage to 15-year-old Brooke Shields and cash in on today’s selfie culture, Calvin Klein has recruited a slew of social media influencers to pose in their knickers, type a phrase beginning with a pound sign, and — voila! — move some product. The idea is the proletariat will also yearn for #theircalvins to make the big board on the retailer’s site, so when they see Rumi Neely lolling on a fur blanket, they’ll click and shop her unmentionables.
ITG head honcho Emily Weiss, however, might be the first to make a sale without even wearing half the stuff she was gifted. See the Instagram that elicited a thousand fire emoji and more photos of #everybodyscalvins below.