Take a Selfie in your Skivvies.

Screen shot 2014-02-19 at 5.20.27 PMCalvin Klein is infamous for its provocative underwear ads. With the launch of their new line, Calvin Klein has developed a new #mycalvins campaign, encouraging bloggers, models, musicians and consumers to post their skivvy selfies.

Two superstars kicked off the campaign, supermodel Miranda Kerr and R&B artist Trey Songz, who each posted shots of themselves in their Calvin panties on Instagram, immediately triggering hundreds of thousands of “likes.”Screen shot 2014-02-19 at 4.48.04 PM

While Calvin Klein is famous for their underwear ads having helped to launch the career of many such as: Christy TurlingtonKate Moss, Mark WahlbergZoe Saldana and Kellan Lutz (just to name a few), the new twist is incorporating the social selfie, allowing what was once only print, outdoor and television ads to now go viral. Additionally, the brand is encouraging anyone to “show yours” in their #mycalvins campaign.  A quick look at Instagram shows that consumers are baring their Calvin skivvies and more, maybe also looking to launch their careers. But then again, maybe not.

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