When it comes to trending on Twitter, Justin Bieber is king. The Canadian singer caused a frenzy online when he was announced as the new face of Calvin Klein in January, receiving five times more mentions on social media than Kim Kardasian’s revealing “break the internet” shoot for Paper magazine.
According to WWD, the campaign's hashtag #mycalvins attracted 1.6 million Twitter mentions in the first 48 hours. Calvin Klein also attracted 3.6 million new followers across its social media channels since the campaign images of Justin and Dutch model Lara Stone were released.
The 20-year-old is evidently delighted by his new job and previously said that he had always hoped to model for the brand.
"I’ve been wearing Calvin Klein underwear for years in hopes of getting to model for the brand one day," he told WWD. “It’s always been a dream. Last spring, I posted a picture on Instagram in my underwear, using the #mycalvins tag. Thankfully the brand saw it and liked the reaction it was getting, and a relationship started from there."
Kim divided opinion when she released racy nude photos from a photo shoot with legendary photographer Jean-Paul Goude in November. The star, mom to one-year-old North West, posted the images on Twitter and encouraged her followers to #breaktheinternet – a hashtag that was soon trending.
Despite criticism, the Keeping Up With The Kardashians star stood by her decision to participate in the shoot, and said it felt like an “art project”.
“I’m not saying anyone else should do it but I looked at it as an art project for me, something that would make me feel confident and make me feel good and taught me to do what you want to do," she said on Australian TV show The Project.
HELLO! Canada magazine is available for your tablet and smartphone. Get HELLO! Canada, PEOPLE, Vanity Fair and over 100 more of the world’s best magazines for one low monthly price at Next Issue. CLICK HERE to sign up for a free trial.