• by Sarah Mahoney  @mahoney_sarah, July 7, 2016

Calvin Klein is introducing its new fall advertising campaign, spanning everything from undies to denim, with 25 different personalities telling the world what they do in #mycalvins.

Strategically, the effort is a continuation of its spring campaign, which was the first to use one marketing approach to span all its divisions, including Calvin Klein Collection, Calvin Klein Platinum, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear.

This campaign was also shot by photographer Tyrone Lebon, and continues to build on that “I ________ in #mycalvins” social media component. But this one brings together a much larger and more eclectic cast of characters, including famous fashion faces (like models Bella Hadid and Kate Moss, and fashion mag vet Grace Coddington); music (rapper Young Thug, songwriter Frank Ocean), even sports, with Little League baseball phenom Mo’ne Davis making an appearance.

Using digital and video content, the campaign aims to let the cast, which also includes plenty of street fashion and social media personalities, share their stories, as well as regular people, too. “We are inviting the consumer into our world to experience personal storytelling,” says Melisa Goldie, Calvin Klein’s CMO, in its announcement about the new effort. “Our approach is digital-first, video-led and socially powered, providing our audience with an authentic and intimate experience that they can consume and share.”

Launching the campaign with a 24-hour video takeover of its U.S. site, the PVH-owned brand is using some 50 different videos, with cast interviews, performances and behind-the-scenes footage. A digital “zine” is providing a stream of regularly added stories, and using Spotify, the site lets people generate custom playlists, depending on the verb they choose.

The goal is scoring 500 million impressions in 26 markets, including digital, mobile, print, and outdoor ads.

In its most recent quarterly results, parent PVH Corp. reported that Calvin Klein outperformed its revenue expectations, climbing 13% in constant currency, and a 14% gain in North America.