The best way to sell underwear? Get hot models and celebrities to pose in your product and post photos to Instagram. Calvin Klein knows, and their #MyCalvins campaign is taking over Instagram right now. Models, designers, bloggers, and celebrities including Miranda Kerr, Chiara Ferragni, Trey Songz, Iggy Azalea, Leandre Medine (Man Repeller), Aimee Song, Lara Stone, and others shared their sexy undie pics with the #MyCalvins hashtag, and the brand encouraged fans to do the same. 

We think this campaign will be Instagram gold for a long time and we can't wait for the parody hashtags to pop up.

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[via PSFK]