Finally, there is outlet for all my ‘selfie’ buddies on my Facebook and Instagram, who love to display their topless gym bod and get famous for it. But here’s the catch: show your calvins too! Well just the waistband.

Calvin Klein has officially launched its omni-channel campaign – “show yours. #mycalvins” – a multi-tiered initiative that maximizes the conversation around Calvin Klein Underwear. The “show yours. #mycalvins” is an image-driven initiative which simultaneously taps into the power of the pop culture “selfie” phenomenon and the reach of key digital influencers.

Timed to the in-store arrival of the brand’s latest men’s offering, Calvin Klein Dual Tone, the campaign has initially engaged over 100 male and female global opinion leaders to curate the conversation via personal and provocative social media posts. These influencers include famous personalities such as Fergie and Iggy Azalea; models Vanessa Axente, Clark Bockelman, Garrett Neff, Liu Wen, and Matt Terry; bloggers Rumi Neely (Fashiontoast), Aimee Song (Song of Style), Bryan Grey-Yambao (BryanBoy), Adam Gallagher (I Am Galla), Betty Autier (Le Blog de Betty), Gala Gonzalez (Inside Am-lul’s Closet), and Jennifer Grace (The Native Fox); as well as digital influencers, such as Poppy Delevingne, and Hanneli Mustaparta.

I took a quick look at the campaign microsite ( and wow! It doesn’t seem that hard for people to show themselves in their undies these days – considering that is no prize for doing this too.

Well, boys (and girls) , guess it’s time to slip into your calvins and join in the fun! Click. Click.