• by Sarah Mahoney  @mahoney_sarah, January 5, 2018

Calvin Klein, which has been running its #MyCalvins social media campaign since 2014, is adding a family-friendly twist, introducing new ads starring Kaia and Presley Gerber. (The teens are the astonishingly photogenic spawn of supermodel Cindy Crawford.)

Kaia, who made her runway debut in November for Calvin Klein, and Presley appear in the #OurFamily-tagged ads wearing the latest from Calvin Klein Jeans and wrapped in a quilt. The brand says the quilt is meant to symbolize family bonds “and brings to life different ways we can inspire families — both born and made — to connect with one another and celebrate the things that unite us.”

Photographed by Willy Vanderperre, the new work comes on the heels of the November #OurFamily #MyCalvins launch, starring Solange, Kelela, Dev Hynes, Caroline Polachek and Adam Bainbridge of Kindness, as well as members of the A$AP Mob, in ads for both jeans and underwear.

Parent company PVH Corp., which also owns Tommy Hilfiger, is pumping up ad spending, pouring an additional $20 million into marketing last quarter. And business is so good it increased its financial forecast for the year ahead.

It says results are strong in the Calvin Klein division, with revenues in its most recent quarter rising 6% to $943 million, including a 20% jump in international results. (Same-store results in North America declined 1%.)

Like many brands and retailers, the company is looking for new ways to embrace e-commerce. While results aren’t in yet, it made headlines in November when it announced a collaboration with Amazon, including pop-up shops in New York, Los Angeles and online, featuring a special holiday underwear and loungewear collection called CALVIN KLEIN X Amazon Fashion.

It equipped fitting rooms with Amazon Echo devices so shoppers could ask questions, control lighting and make their own music selections. And people could buy the clothing in the store, or use the Amazon app to have items delivered directly to their home.