Solange Calvin Klein campaign

Fashion

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In 2014, Calvin Klein launched the #MYCALVINS campaign. That meant that everywhere you looked (on Instagram anyway), the famous and the unfamous posted snaps of themselves in…yes, their Calvin [Klein underwear]. Fashion blogger The Blonde Salad lent her face to the campaign. Justin Bieber and Kendall Jenner got in on that action. Frank Ocean and Bella Hadid stripped down, too.

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The latest iteration of the hugely successful social campaign? Enlisting Solange Knowles and her handpicked crew of singers and songwriters to star in a holiday 2017 campaign.

Solange for Calvin Klein.

Calvin Klein

Solange Knowles Calvin Klein

From left: Kelela, Adam Bainbridge of Kindness, Solange, Dev Hynes, and Caroline Polachek.

Calvin Klein

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The images of Solange and her crew—musicians Kelela, Dev Hynes, Caroline Polachek and Adam Bainbridge of Kindness—marks the start of the My Family: #MYCALVINS campaign, which puts the focus on the bonds between people rather than just, well, selfies. It’s also the first time Calvin Klein has launched a digital first ad campaign, skipping the print launch in favor of a social push.

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