Calvin Klein has always done its part to promote sexiness in advertising—see its ads with Marky Mark or Lara Stone for the proof. The brand’s latest underwear campaign nods to the CK legacy with the coy headline “The Original Sexy” and a series of sensual images by Mikael Jansson. Joan Smalls, Edita Vilkeviciute, Isabeli Fontana, and Kendall Jenner star in Jansson’s sultry black-and-white shots, clad in lacy bras and little else. With the #MyCalvins tag on every image you can expect to see Jenner and her ilk sharing these new ads on social media momentarily, but even without the hashtag, Jansson’s subtle take on lingerie imagery is sure to be a conversation starter. Take a peek behind the scenes of the campaign in the slideshow above.