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Kendall Jenner New Spokesperson for Calvin Klein Jeans

By Jeffrey Kim | Impressionist

In an era where a tweet from the right person can reach millions in minutes, fashion and beauty brands are hitching their wagons to the star that is ‘social media celebrity.’ Following on the heels of Justin Bieber, Calvin Klein Jeans has signed up social media maven and model of the moment, Kendall Jenner, for the launch of their new Calvin Klein Jeans #mycalvins Denim Series.

The series designed by Calvin Klein Jeans’ Global Creative Director Kevin Carrigan is anchored on casual denim wear and offers sweats, denim and cropped takes on the “Calvin” logo.  The line will exclusively debut at Opening Ceremony on April 15th in their New York and Los Angeles stores, as well as online at openingceremony.us and will expand distribution and become available at calvinklein.com on May 15th.

“This series is an expression of the athletic trend that’s happening right now,” said Mr. Carrigan. “I designed an assortment of unisex tees and tops to be mixed with denim in elevated street styles. These are the ideal wardrobe essentials for an active, youthful lifestyle like Kendall’s – and Opening Ceremony is the perfect collaborative partner to present the line in North America.”

Fashion marketers are turning to stars with social reach such as Bieber and Jenner as a means to get a little more mileage of impressions. And little wonder, the media landscape continues to splinter, consumer’s attention becomes more difficult to grab, marketing budgets remain stagnant (if not lower), and CEOs are demanding more for less from their CMOs, who find themselves looking at the social reach of talent as a bonus to their media buy.calvin-klein-jeans-s15-mycalvins-denim-series_ph_alasdair-mclellan-sg01

When Estée Lauder signed Kendall Jenner in November of last year, it left more than a few people wondering what the reality television and social media star would bring to the table. At the time of her signing, that answer was easy, a cool 16 million followers on Instagram and an opportunity for Estée Lauder to increase its visibility with a younger audience. Today, just 4 short months later, that strategy has worked well as Jenner’s Instagram reach has grown to 21.6 million followers.

Kendall’s powerful fan base and global reach will further amplify the current cultural conversation surrounding the Calvin Klein Jeans brand and highlight this exciting limited edition.

Melisa Goldie, Chief Marketing Officer of Calvin Klein, Inc

The campaign, created in-house, features Jenner alongside male model Simon Nessman and was photographed by fashion photographer Alasdair McLellan and styled by Melanie Ward. Media will include a mix of print, outdoor and digital advertising, as well as events. To celebrate the new line, Calvin Klein Jeans and Opening Ceremony will host an invitation-only, global launch event in April in Los Angeles, California.

At Opening Ceremony, we want to bring the customers into our own story and introduce them to what matters to us, and this partnership represents that idea because Calvin Klein was always an important part of our youth.

Humberto Leon, Founder of Opening Ceremony

That youthful aspiration continues on Twitter today, where Jenner’s 10 million followers will have a chance to get their own #mycalvins fix and continue to inspire today’s top marketers to take social reach into talent consideration. #smartmarketing

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Agency | In-House
Photographer | Alasdair McLellan
Models | Kendall Jenner & Simon Nessman
Stylist | Melanie Ward