Jenner’s recent predecessor, Bieber, is an attention-getter and massive Instagram star in his own right. Choosing famous and polarizing figures for its ad campaigns is hardly a new strategy for Calvin Klein. On a March 26 earnings call with the brand’s parent company, PVH, CEO Emanuel Chirico pointed out how successful the brand’s campaign with Justin Bieber had been and compared it with the brand’s famous ads from years before. (He didn’t say which ones, but two of the most memorably controversial were this 1980 ad featuring a 15-year-old Brooke Shields and a 1992 ad with Kate Moss and Mark Wahlberg, which Justin Bieber’s campaign clearly emulated.)

If Calvin Klein wants to go back to its marketing heyday, it couldn’t do much better than Bieber and Jenner.

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