Calvin Klein has launched its Fall 2014 global multimedia advertising campaign, which covers Calvin Klein Jeans, Calvin Klein Underwear, as well as Calvin Klein Collection, Calvin Klein Platinum Label, and Calvin Klein White Label. Supermodel Lara Stone, who has been associated with the brand since the brand's Spring 2007 show, and male model Matt Terry, who has appeared in numerous Calvin Klein campaigns, appear for Calvin Klein Jeans and Calvin Klein Underwear. The campaign was shot in New York and London by the photography duo Mert & Marcus. Lara will be featured alone in September, and Matt will join the team in October. The social media campaign, which launched in February 2014 and has attracted more than 6 million participants to date, is set to expand. Celebrities and digital influencers are invited to post selfies with the hashtag #mycalvins, which will appear in newspapers, magazines, digital media, outdoor advertising, product hangtags, and on points of sale. In-store, the hashtag encourages consumers to "put it on. take it off. show yours." #mycalvins. Calvin Klein Collection and Calvin Klein Platinum Label both tapped model Vanessa Axente, who sang the brand's women's fragrance "Endless Euphoria," and Clark Bockelman, who also appeared in the men's Calvin Klein collection. Photographer David Sims shot the campaign in Cornwall, England. Calvin Klein White Label, available exclusively in North America, stars models Edita Vilkeviciute and Tyson Ballou in a photo shoot by photographer Dan Jackson in New York.