Calvin Klein Jeans revealed today the new face of their campaign: Cameron Dallas. Shot by Jack Pierson on a Malibu beach in California, the social-media star comes clad in streetwear-inspired pieces from the limited-edition line-up.

Dallas’ involvement represents a ubiquitous trend within the industry: brands (for a few years now) have been using the reach of Vine/Instagram/Blogger stars to target their customer bases. Dallas is like the supercharged iteration of that, with an accumulative following exceeding a jaw-dropping 32 million (just rewind to Calvin Klein’s Milan AW16 show and that Beatlemania-esque surge of screaming uber-fans clambering for a glimpse of Dallas).

It’s a time of flux for Calvin Klein, having announced last week the departure Francisco Costa (Women’s Creative Director) and Italo Zucchelli (Men’s Creative Director) at the brand. Dallas’ presence could mark the beginning of a new directional push and unification.