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Justin Bieber’s Calvin Klein Ads Really Do Sell Underwear

Photo: Calvin Klein

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It looks like those Kendall Jenner and Justin Bieber underwear ads are paying off for Calvin Klein. According to an announcement from the brand's parent company PVH Corp., Calvin Klein outperformed revenue expectations for the first quarter with a 13 percent rise in sales.

That's about $723 million compared to the $654 million the brand made in the first quarter of last year. In an earnings call this morning, PVH Corp. CEO Manny Chirico said growth in the North American wholesale business — particularly for underwear — is what's led to the increase.

Chirico explained that while the brand stuck with traditional large accounts like Macy's and Nordstrom, it also opened the brand up to a newer, younger customer by selling on Amazon and at Urban Outfitters.

And, of course, CK underwear has continued to dominate headlines and ad-space with its star-studded #MyCalvins campaign featuring everyone from Kendall, Bieber, FKA Twigs, and more. Not all of the response has been positive — one of its spring ads went viral just last week for an upskirt shot of a model, while another campaign image sparked a petition this March for its "sexist undertones" — but, as the numbers show, shoppers are still buying in to the #MyCalvins lifestyle.