Kim Kardashian had hoped to 'break the internet' with a revealing magazine cover in November, but the 34-year-old has been beaten to it by Justin Bieber. The singer caused a social media frenzy when he was announced as the new face of Calvin Klein in January, and trended worldwide as fans reacted to the news.
According to WWD, the campaign's hashtag #mycalvins attracted 1.6 million Twitter mentions in the first 48 hours, which is five times the amount of mentions that Kim received for her #breaktheinternet shoot for Paper magazine.
Calvin Klein also attracted 3.6 million new followers across its social media channels since the campaign images of Justin and Dutch model Lara Stone were released.
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Justin Bieber and Lara Stone were unveiled as the face of Calvin Klein in January
The 20-year-old is evidently delighted by his new job and previously said that he had always hoped to model for the brand.
"I've been wearing Calvin Klein underwear for years in hopes of getting to model for the brand one day," he told WWD. "It's always been a dream. Last spring, I posted a picture on Instagram in my underwear, using the #mycalvins tag. Thankfully the brand saw it and liked the reaction it was getting, and a relationship started from there."
Kim divided opinion when she released racy nude photos from a photo shoot with legendary photographer Jean-Paul Goude in November. The star, mum to one-year-old North West, posted the images on Twitter and encouraged her followers to #breaktheinternet – a hashtag that was soon trending.
Kim Kardashian attempted to 'break the internet' with a racy magazine shoot
Despite criticism, the Keeping Up With The Kardashians star stood by her decision to participate in the shoot, and said it felt like an "art project".
"I'm not saying anyone else should do it but I looked at it as an art project for me, something that would make me feel confident and make me feel good and taught me to do what you want to do," she said on Australian TV show The Project.