The word “selfie” entered the Oxford English Dictionary in 2013, and has since gained further kudos from the fashion world. To promote their Spring/Summer 2014 Collection, Calvin Klein decided to embrace the zeitgeist by launching a selfie campaign. They called for selfie submissions from anyone and everyone in the world. The only criteria: you must be wearing Calvin Klein underwear. Needless to say, the response was epic. To set the right tone and the bar high, Calvin Klein enlisted celebrities, models, and bloggers to join this tres-trending marketing movement. Miranda Kerr, Fergy, Ireland baldwin, Trey Songz, and Leandra Medine were among them.
Calvin Klein are not the the only high-end fashion label to have channeled the selfie culture. Matthew Williamson’s #ohMW campaign adopted a similar approach whereby celebrities featured themselves in product placement and marketing selfies. French Connection and Vero Moda are also encouraging regular shoppers to engage by taking selfies branded to their current collections.