Shot by Mario Sorrenti, Calvin Klein’s new advert for CK One starts predictably enough with Klein’s iconic undie-roots, however plays into the infamous Instagram generation’s of selfies. With a dedicated tumblr page and me-centric hashtag – #Ckmeforme, the voyeuristic ad campaign blurs all the lines between public and private, with straight and gay.

Featuring Taeyang, Dev Hynes, Samantha Urbani, Say Lou Lou, Kelela, Soko (famed for her appearance in the ‘First Kiss’ viral advert) and more, this advert would once be considered shocking, or even ‘risqué’ and ‘inappropriate’ by some ageing marketing executive, but for the summer of 2014, it simply feels laid-back, un-retouched, raw and intimate.

Calvin Klein’s has often planned on gender norms, and embraced Sapphic Love. Jenny Shimizu once went topless and androgynous for one of CK’s early campaigns.

Shot by Mario Sorrenti. Featuring Taeyang, Dev Hynes, Samantha Urbani, Say Lou Lou, Kelela and more.