According to WWD, the designer brand has amassed 3.6 million followers across its social media channels ever since Justin - alongside Lara Stone - was unveiled as the face of its Spring campaign.
If that wasn't enough, the campaign's hashtag #mycalvins generated 1.6 million Twitter mentions in the first 48 hours; that's five times the amount of #breaktheinternet mentions that Kim Kardashian and her bare derriere accumulated for Paper Magazine.