Justin Bieber is psyched to be the new face — and body — of Calvin Klein underwear and jeans for the brand’s iconic #MyCalvins campaign.
Very. One day after the Internet buckled under the weight of Beliebers, media, and general traffic gorging on Tuesday’s release of a teaser ad, two videos, and stunning photos of the 20-year-old posing provocatively with Dutch model Lara Stone, the superstar can now be seen on video talking about how much his new fashion role means to him.
Speaking to the Associated Press, Bieber revealed he posted an Instagram selfie wearing the label’s underwear using the #mycalvins tag last spring. As a Twitter user with millions of followers, the brand noticed the inevitably big reaction, and a relationship began.
“To be the next Calvin Klein underwear jeans model, for me, was the next step really.”
“I’ve been wearing Calvin Klein underwear for years in the hope of one day becoming the Calvin Klein model, but never really thinking it would come to reality. Now that it’s here it’s a dream come true.”
As many fashion and other observers have noted, being cast as the new, leading man in a prestigious global campaign is also an effective way to change the conversation from bad headlines and past missteps that — arguably — have been over-milked.
In some respects, Justin shares the edgy reputation that former CK model Mark Wahlberg had. The actor bulged to great effect in a successful campaign with Brit model Kate Moss back in 1992.
According to reports, the black and white photography featured in Justin and Lara’s ads deliberately echoes the Wahlberg-Moss era.
In their 30-second video, the shirtless “Confident” singer is seen playing drums before he pulls Lara toward him. The visual plays on the star’s wild, hyper-sexualized reputation.
And it works.
Stone, who has worked with the label since 2007, previously acted as “straight guy” while Justin stripped to mixed boos and cheers at last September’s Fashion Rocks event while presenting an award. To his credit, he carried on. Of that, the singer recalls to US Weekly the following.
“It was hard to keep things [the Klein campaign] under wraps. The Fashion Rocks presentation was definitely a clue, and I wasn’t worried about the negative reaction from the crowd when it happened.”
Another video shows the pop prince solo, flexing and stunting in front of the camera in just a pair of white calvins. In both clips, it’s the heartthrob who gets to deliver the “mycalvins” punchline.
Of the music element in the ads, Justin tells AP the following.
“I think that what is so special about this shoot, is I was able to just be me, and I was able to just play drums, play guitar…”
The campaign was filmed by photographic duo Mert Alas and Marcus Piggott, along with video director Johan Renck. Adverts will run throughout the spring in 20 countries.
Women’s Wear Daily reports there will be digital, outdoor, and print ads, and that this will be, “Calvin’s most digitally focused effort to date, with an increased emphasis on social media over print.” All of these, including billboards, will roll out in March. [Update: Two billboards are already up in NYC and Los Angeles].
Which should please Kirstie Alley.
YIKES If Bieber looked any sexier in his 20 foot NYC Calvin billboard I would faint!!! Man oh man
— Kirstie Alley (@kirstiealley) January 7, 2015
— Calvin Klein (@CalvinKlein) January 7, 2015
The Biebs’ 150-million-strong followers across his social media platforms and a recently acquired title of the most tweeted about musical artist of 2014, were reportedly a major factor in scoring his new gig.
Additionally, the tag “mycalvins” is designed to encourage brand wearers to post their own selfies. Another “field” Justin is an expert in.
To Us Weekly, Justin revealed he sometimes eats junk but doesn’t stint on his physical training.
“I was very diligent about my workouts leading up to the shoot. I have a trainer and work out daily so it was really about sticking to my routine once I booked the campaign.”
“I’m not [on] a special diet, but I do try to watch what I eat. I do eat unhealthy sometimes — I am a 20-year-old guy!”
The off-radar, New York shoot spanned days. “It was actually two-and-a half because I got sick during the second day,” the singer tells the magazine. “Behind the scenes, everything ran like clockwork — we’d come in, do glam, and get right to shooting.”
Needless to say, Beliebers are in seventh heaven seeing their boy looking sensational and fulfilling his dream to be a face of Calvin Klein. In a certain part of Twitter, it’s crazy. GIF’s, Memes and trends took over on Tuesday, and the fever continues.
— Calvin Klein (@CalvinKlein) January 7, 2015
Justin Bieber seems a fantastic choice for Calvin Klein. It’s going to be interesting seeing how an unpredictable, social media dimension to the campaign progresses, the effect on sales and — of course — more reveals of the stars in the ads.
“Calvin Klein is such an iconic brand and I am excited and honored to become a part of the Calvin Klein brand legacy with this campaign,” the singer told WWD. He added, “This is the beginning of an exciting new year for me, personally and professionally.”
[Images courtesy of calvinklein.com]