CALVIN KLEIN TAPS HANNELI: Calvin Klein wants to up its social media profile, and it’s brought on model-turned-blogger Hanneli Mustaparta to help. In the hours leading up to its fall 2012 women’s runway show today, Mustaparta will serve as guest curator for the brand’s official Twitter feed at twitter.com/calvinklein, where she will upload behind-the-scenes photos and an insider’s view on the upcoming collection, front-row attendees, the models and creative director Francisco Costa before and during the show. She will continue to post original content for the next two days, and she will also do the same for the brand’s soon-to-be-launched blog on Tumblr. “Adding a blog to our digital portfolio provides another touchstone for our consumers, deepening their connection to our brand and furthering our reach,” Calvin Klein chief executive officer Tom Murry said. Mustaparta has been granted full access to the upcoming ready-to-wear and accessories collection, where she will have free range to review, style and photograph it. The blogger’s original content will live on Tumblr, as well as Calvin Klein’s official Facebook page — and her content will be cross-promoted via Twitter as well.

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