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By Eromosele Patrick Eidusi

Calvin Klein launches its new #MYCALVINS campaign with Solange Knowles and her handpicked crew of singers and songwriters to star in its holiday 2017 campaign.

Solange Knowles

The images of Solange and her crew – musicians Kelela, Dev Hynes, Caroline Polachek and Adam Bainbridge of kindness – mark the start of the My Family: #MYCALVINS Campaign, which puts the focus on the bonds between people rather than just, well, selfies.

Solange Knowles

From left: Kelela, Adam Bainbridge of Kindness, Solange, Dev Hynes, and Caroline Polachek.

This marks the first time Calvin Klein launched a digital first ad campaign, skipping the print launch in favor of a social push.

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