It’s a Tough Job…


1001calvins.gifCalvin Klein is a brand that knows how to get attention. Usually their strategy involves a little manufactured controversy, but sometimes, in a much mall-friendlier move, it’s all just men in their Calvins.

The brand is looking for its new underwear model, and malls and retailers get to play a part. It’s holding casting calls in 9 countries across Europe for the “9 countries, 9 Men, 1 Winner” competitions. One finalist will be chosen from each country, and a winner will be selected by popular vote this spring. Metrocentre’s House of Fraser recently played host to the competition, and it was definitely a boon for shoppers.

The winner will take on a top-tier modeling contract and get a luxury trip for two to South Africa. He’ll be showing off the new ‘Steel United’ range, which has a color for each of the countries represented in the contest.


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