Justin Bieber is officially the new face – and body – of Calvin Klein underwear and jeans.
On Tuesday, he and Lara Stone, his model co-star in the brand’s spring ads, sucked all the oxygen out of the Internet.
One look at the now full-length TV spot with the couple, the singer’s solo undies video and stunning pics of the pair – it’s not hard to see why.
After nine months of rumors, Justin Bieber is the latest incarnation of Calvin Klein’s young buck model star. Following in the footsteps of Mark Wahlberg, Jamie Dornan and — um — Kellan Lutz, the 20-year-old and his package are revealed in the first look at this latest CK campaign.
In addition to music, the Biebs is known for his love of shirtless selfies and showing off his Calvins — perfect skills for his prestigious, new gig. Women’s Wear Daily reveals the ads will run through Spring in 20 countries, and will include digital and outdoor ads in addition to print.
The mag notes this campaign “will be Calvin’s most digitally focused effort to date with an increased emphasis on social media over print.”
As seen last year, the #mycalvins hashtag, which is designed to get fans posting their own selfies, will be used along with Justin and Lara’s ads.
The sexy campaign was shot by Mert Alas and Marcus Piggot in New York City and shows the two in signature looks from the jeans and underwear spring collection.
“Justin joins a long list of musicians, models, celebrities and fashion icons that have been featured in our global advertising campaigns,” Melisa Goldie, the chief marketing officer for Calvin Klein Inc. told WWD magazine.
Elaborating, she went on, “Justin’s global recognition, expressed affinity for the brand and powerful persona bring a compelling energy to our jeans and underwear brands.”
Meanwhile, the Biebs told WWD, “I have been wearing Calvin Klein underwear for years in hopes of getting to model for the brand one day — it’s always been a dream. Last spring, I posted a picture on Instagram in my underwear, using the #mycalvins tag.”
“Thankfully the brand saw it and liked the reaction it was getting, and a relationship started from there.”
The singer said his Fashion Rocks appearance last September hinted at the campaign to come. “Fashion Rocks was a teaser for sure. We had started working together before the show, but they didn’t know what I was planning to do on stage.”
Of Mark Wahlberg’s still talked about ads, Justin (who later tweeted he spoke to the actor on Tuesday night), said,
“Of course I’ve seen the Mark Wahlberg & Kate Moss ads. They are over 20 years old and we’re still talking about them today — I was definitely inspired by them. I haven’t spoken to Mark about [the new ads] yet, but I hope he will like how they turned out.”
Somewhat formally, Justin added, “Fashion is very important to me. It is a very influential form of self-expression, the same way music is for me.”
“I strive to remain ahead of the curve with my fashion choices and am very grateful that the fashion world has embraced me in the way it has.”
After Bieber’s (and his team’s) social media posts hinted at a “big” reveal the night before, the hashtag “#JustinWereReady” trended at No.1 on Twitter on Monday, remaining high throughout Tuesday. “mycalvins” also trended on Facebook on Tuesday.
Justin is perfect for Calvin Klein — Nico Bellay (@IAMFASHlON) January 6, 2015
— Meenal Mistry (@MeenalMistry) January 6, 2015
After the teaser ad was devoured by Beliebers on Twitter, a slew of Instagrams were sent out by the official Twitter accounts of Calvin Klein, Justin and Lara. Then, a world of GIFs arrived online and resistance was futile.
— Julie Gerstein (@havethehabit) January 6, 2015
— Calvin Klein (@CalvinKlein) January 6, 2015
— Calvin Klein (@CalvinKlein) January 7, 2015
Justin’s captions to some of the Instagrams he posted are worth a mention, notably for his appropriately earnest and sweet hashtags.
“This is just the start of the year #mycalvins #beallyoucanbe #learnfromyourfaults,” Biebs wrote alongside a shirtless, jean-clad shot of himself and Lara, also topless.
He added, “#risetosuccess, #dontbeashamedredeem #thebestisyet2come.”
Naturally, Justin’s fans are overjoyed. And after their idol’s molten 2013 and first half 2014, it’s apparent fans are ready to embrace a positive 2015 for the singer.
That includes this new campaign, upcoming, new albums — solo and duets with Cody Simpson — and whatever else Team Bieber are cooking up.
Last March, Justin floated the idea of modelling for Calvin Klein in a Twitter question to fans, asking if they’d like to see him model for the brand. The answer was a resounding “yes.” It still is.
And, so it should be. The Canadian is always in Calvins, and with his buff physique, edgy appeal and huge fanbase, the wild star can be viewed as a brave and progressive choice by Calvin Klein and a perfect fit for a modern brand in the singer’s comeback year.
Justin Bieber is the new face of Calvin Klein underwear and jeans. Game strong.
— Justin Bieber (@justinbieber) January 7, 2015
[Images courtesy of Calvin Klein]