Justin Bieber, Calvin Klein Made for Each Other

Is influence more valuable than reputation? For Calvin Klein, the answer would appear to be “yes.”

We didn’t realize that CK was looking to increase its exposure among the 15-and-under demographic, but the company did recently attempt to encroach upon Dove’s “Real Beauty” audience with mixed results.

Just as Calvin never actually called model Myla Dalbesio “plus-sized,” so they never claimed that hiring Justin Bieber was an attempt to appeal to those with more discerning tastes. In the words of Jezebel’s Clover Hope, he’s “the man-child we love to hate.

As you can tell from this Adweek piece and the related BuzzFeed quiz, the new campaign has earned the company a good bit of attention. Bieber himself reminded us last night that young, shirtless, unproven celebrities are nothing new for Calvin Klein:

Some have compared the Bieber pics to this ad for Celine featuring Joan Didion, which premiered in Vogue yesterday:


The difference: Celine is a classic French high fashion house, while Calvin Klein gained notoriety for semi-erotic, borderline-inappropriate ads in the 80s and 90s.

Once people get over their Bieber outrage, they will realize that the brand and the “influencer” are a perfect match.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.
Publish date: January 7, 2015 https://stage.adweek.com/digital/justin-bieber-calvin-klein-made-for-each-other/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT