Calvin Klein uses a combination of celebrities, fashion models and street-cast new faces in a cross-brand spring Campaign for its underwear and clothing brands.

Brand ambassadors Justin Bieber and Kendall Jenner are back for a second year to front the campaign shot by Tyrone Lebon, along with current celebrity influencers like FKA Twigs, Kendrick Lamar and Gurls Talk founder Adwoa Aboah (above).

The campaign builds on the ubiquitous #mycalvins celeb selfie promotion of recent years by asking models (and, by extension, customers) to fill in the blank in the new slogan “I _____ in #mycalvins.”

It’s all meant to shift the CK promotional language away from mere selfie-shooting to action and involvement in society — the so-called second wave of social media.

And, as before, it aims to position CK as the universal undies brand for all bodies and all activities — and the all-occasion fashion accessory. So if that CK waistband logo shows up on the steps of the Met Ball this year, you’ll know who to blame.

Below is a sample of shots from the underweear, lingerie and performance wear categories in the big campaign, which covers all of CK’s product brands. Visit the company’s main site to see and learn more.