Justin Bieber’s Calvin Klein-clad bulge and ripped abs are still sucking the oxygen out of the Internet, after he was officially unveiled Tuesday as the new face – and body – of the prestigious brand’s underwear and jeans campaign for spring 2015.
Suddenly it’s all perfectly clear why Selena Gomez called on divine help during her Biebs-inspired performance at the American Music Awards last November.
As Meenal Mistry, fashion director of Off Duty Wall street Journal declared amid the Klein-Bieber online takeover yesterday: “This is Fashion.”
It turns out all those occasions when the singer was strutting about shirtless with sagging pants and logoed undies or Blue Steeling it in countless selfies, can now be thought of as practice runs for his debut in CK’s shiny, new campaign.
Justin told Women’s Wear Daily, “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.”
Filmed by Mert Alas and Marcus Piggott in New York, a teaser advert with the heartthrob and Lara rolled out yesterday. It shows the shirtless Canadian playing drums then getting a
little lot handsy with Stone.
After it dropped, the brand and two star models shared pics to their Twitter and Instagram accounts.
Apparently, the black and white images deliberately echo one of the CK’s most infamous poster boy – Mark Wahlberg – who bulged to great effect in a 1992 campaign with Brit model Kate Moss.
WWD revealed Justin and Lara’s ads will run through spring in 20 countries, and includes digital and outdoor ads and print. The magazine notes the campaign “will be Calvin’s most digitally focused effort to date with an increased emphasis on social media over print.”
Judging by all the photos and hashtags the singer posted yesterday, he is stoked with his new role. And who can blame him? After the mayhem of 2013 and first half of 2014, he is already off to a great start in 2015.
“This is just the start of the year #mycalvins #beallyoucanbe #learnfromyourfaults” Biebs wrote by one Instagram of him and Lara wearing jeans and undies and nothing else.
He added, “#risetosuccess #dontbeashamedredeem #thebestisyet2come.”
“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.”
Compelling is certainly one word for the ripped, sexy appeal the Biebs brings to the Calvin Klein table.
And after the pics, a full length video of Justin and Lara getting acquainted arrived.
The superstar was seen showing off his assets in another.
Online chatter reveals Beliebers are — in a word — euphoric. Twitter exploded with snaps, GIFs and memes and a trending topic of “#JustinWereReady.”
“#Mycalvins” which also trended on Facebook.
— Calvin Klein (@CalvinKlein) January 7, 2015
After nine months of speculation, Justin is finally officially modelling for Calvin Klein.
While the singer reportedly celebrated last night with his longtime manager Scooter Braun, other members of Team Bieber, music producer Julian Swirsky and pal Lil Za at Nobu Los Angeles, the Biebs’ born-again mother, Pattie Mallette, posted an adorable Instagram pic of her son with a biblical passage from Jeremiah 1:5.
The best-selling author went on to describe dedicating her son’s life to God before he was born, and seems to express her hope that this year will be a different to the two before.
Bravo. To both.
Listen to Justin talk about his new campaign below.
[Images via Calvin Klein/Instagram]