Which brand's hashtag campaign #MyCalvins became popular in 2014?

Calvin Klein’s #MyCalvins campaign became popular in 2014.

Calvin Klein launched the campaign in February 2014 with the invitation “show yours. #mycalvins.” The initiative encouraged people to share images featuring Calvin Klein underwear and its recognizable waistband, turning customer posts and influencer content into part of the advertising campaign.

The campaign fit the rise of selfies and image-led social media. Calvin Klein worked with influential personalities to seed the conversation, and an early post by singer Trey Songz reportedly helped the hashtag trend across four continents in less than two hours. The campaign later expanded across Calvin Klein Underwear and Calvin Klein Jeans.

A common mix-up is treating #MyCalvins as a product name or a one-off advertisement. It was a branded social-media campaign and call to action. Later celebrity campaigns, including work associated with Justin Bieber and Kendall Jenner, extended its visibility, but the campaign’s launch and initial surge belong to 2014.