Calvin Klein is hoping to make an impression – a digital impression that is – to the tune of 575 million.

The smalls campaign, shot by Steven Klein in New York, will first appear on Calvin Klein social networking sites, followed by its debut video release on YouTube in September.

Clearly, the label is hoping that the added exposure will prove positive for the underwear slated as “The perfect modern bra.” It’s all down to the technology you see, with the press release stating: “The superior fit comes from a unique butterfly shape created with innovative soft-wire technology. ” In effect, the bras and bikinis which will be available in black, bare and an assortment of “deep, rich shades” allow for greater flexibility.

It’s Lara Stone’s latest outing for the brand that has cast her in numerous campaigns, including: The Calvin Klein Collection, CK Calvin Klein, CK Calvin Klein watch and jewelry, Calvin Klein Jeans and women’s fragrance Euphoria Calvin Klein.

I guess we can put it down to that gap-toothed smile.

– RP