The new Calvin Klein campaign is already a clear winner. Pop and RNB prince Justin Bieber led the wave of celebrities promoting their partnership with the brand, and model and reality star Kendall Jenner was not far behind. The "#mycalvins" campaign asked the stars what they do in their favorite undies, creating a quickly viral campaign that highlighted the hip and sexy roster of Calvin Klein.

Calvin Klein revealed their Spring 2016 vision with a short video on Instagram. The brand said, "What do superstars, musicians, models, actors and artists do in #mycalvins? Find out in the Spring 2016 Calvin Klein global advertising campaign."

Bieber turned up the heat first in his Instagram posts, one of which showed him in his boxer briefs, posing beside a Greek-style statue with the caption, "I flaunt in #mycalvins." Jenner got a little creative with her own take on the campaign by posting quick flashes of various photos on her Instagram account including one that said, "I want to be with you in #mycalvins."

While young stars Bieber and Jenner led the new Calvin Klein movement, an eye-popping selection of models, musicians and artists have emerged as part of the brand's upcoming Spring 2016 campaign. According to a report from Elle, the all-star roster includes Kendrick Lamar, FKA twigs, Abbey Lee, Fetty Wap, Sung Jin, Saskia De Brauw, Adwoa Aboah, Joey Bada$$, Klara Kristin and Princess Nokia.

All of the official Calvin Klein photographs of the stars were taken by Tyrone Lebon. The different personalities, poses and settings underlined how versatile the brand pieces are as the celebrities shared the different ways they enjoy their Calvin Klein underwear. From Lamar's "reflect" to Lee's "am free" to Kristin's "gaze," the various answers to the quote the brand provided proved just how essential it is every day.

"This campaign is representative of how culture is evolving as we speak," Calvin Klein CMO Melissa Goldie in a press release from Harper's Bazaar. "We're bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation."

The brand is keeping in line with casting some of the most alluring personalities in the industry, and not just in their famed underwear collection. According to a report from E! Online, their recently released Spring 2016 campaign for their watches and jewelry line featured a variety of famous pairs led by actress Lisa Bonet and rising star daughter Zoë Kravitz. Other pairs included actor Will Peltz and model girlfriend Kenya Kinski, model couple John Hein and Tilda Lindstam, Korean actor Kim Woo Bin and Chinese model pal Xiao Wen Ju.