Calvin Klein is the global lifestyle brand with a seductive yet minimal aesthetic. In the 49 years since its inception, it has inspired its audience through the use of provocative imagery, celebrity advertising campaigns and striking designs. In 2014 the brand launched one of its most successful online campaigns to promote its underwear. Using the hashtag #MyCalvins, Calvin Klein encouraged fans of the brand to post selfies of themselves across social media wearing their favorite Calvin Klein underwear.
One reason to stay in bed in #mycalvins
One reason to dream in #mycalvins
One reason to sleep in #mycalvins
The hashtag saw well-known celebrities such as Justin Bieber, Kendrick Lamar and Kendall Jenner capture the world’s attention by lounging in the iconic underwear with the caption I ___ in #MyCalvins, filling in the blank to personalize each post. The campaign, which currently has 517,997 images on Instagram alone, went viral and sparked an entirely new line of products, the Modern Cotton bed linen collection.
Modern Cotton takes inspiration from the classic Calvin Klein underwear styles. Made from the same ultra-comfortable cotton-modal fabric, its soft touch is reminiscent to that of a well-worn t-shirt and it comes in the classic underwear colours; white, gray, moss green, indigo blue and charcoal gray.
I eat in #mycalvins
I make believe in #mycalvins
I count sheep in #my calvins
The line is comprised of indulgently soft duvet covers, pillowcases and fitted sheets. The fitted sheets feature an unexpected take on the brand’s iconic logo waistband to secure it to your mattress, whilst the pillowcases are branded with the Calvin Klein Jeans cropped logo. Designed to be mixed and matched, the fashion-inspired heathered shades complement each other to create a bedroom look that’s entirely unique to each individual.
Available now at Amara, the Modern Cotton collection gives one more reason to stay in bed in #MyCalvins.