One of the best-known social media movements in recent years has been Calvin Klein’s #mycalvins. The movement debuted in 2014 and currently boasts over 921,000 posts. Now, regional fashion-forward personalities are bringing the trend to the Middle East.
The campaign began with Calvin Klein promoting their iconic underwear, but soon it spread to denim. Now, tastemakers from Qatar and Saudi Arabia have jumped on the trend, including Amer, Taleb J, Alanoud Osamah, and Majed Ali.
The #mycalvins movement grew organically through hundreds of thousands of individuals worldwide who joined the campaign. Creatives used the hashtag to showcase and promote their work while sporting pieces from Calvin Kleins various collections. Earlier this year Calvin Klein cast five GCC Creatives in their new campaign, creating a platform for the movement to grow in the region.
Since its inception in 2014, #mycalvins has featured several global celebrities on the campaign. From Justin Bieber to Kylie Jenner, big names swiftly hopped on the CK bandwagon.
But it’s more than just about the clothes. The movement promotes personal expression, where talents collaborate, and fans customise their most prized Calvin Klein pieces, ultimately celebrating individuality but also creating a unique Calvin Klein community. The movement has prided itself on body inclusivity and positivity, expressing uninhabited freedom and strength to challenge the status quo, and the stigmas that surround body image.