The Resurgence of Calvin Klein’s Underwear Campaigns: A Legacy Reborn
Few brands have mastered the art of provocative simplicity quite like Calvin Klein. Since the 1990s, its underwear campaigns have defined an era—blurring the lines between fashion, celebrity, and cultural iconography. After a quiet period, the brand has returned with a renewed vision, reclaiming its place as a must-see in the world of luxury advertising.
A Legacy of Iconic Imagery
Calvin Klein’s advertising history is a study in visual storytelling. The early campaigns featuring Mark Wahlberg and Kate Moss in the 1990s set the tone for decades to come raw, unapologetic, and undeniably sensual. The brand’s ability to merge high fashion with cultural relevance continued with Justin Bieber, Freddie Ljungberg, and Travis Fimmel, each bringing their own magnetism to the lens.
Kate Moss and Mark Wahlberg, 1992
The New Era: A Return to Form
Fast forward to today, and Calvin Klein is once again commanding attention. The latest campaigns feature Cooper Koch, the breakout star of Monsters: The Lyle and Erik Menendez Story, photographed by the legendary Mert Alas. The visuals embody Calvin Klein’s enduring legacy of confidence and sensuality, with Koch’s sculpted physique drenched in water, evoking the brand’s signature aesthetic of effortless allure.
The campaign pays homage to the past while forging a new identity. Koch’s black-and white imagery echoes the Tom Hintnaus campaign from 1981, a defining moment in male underwear advertising. The parallels are unmistakable, Calvin Klein understands that nostalgia, when paired with reinvention, is a powerful tool.
The Masters Behind the Lens
Calvin Klein’s success has always been intertwined with the vision of its photographers. Mert Alas & Marcus Piggott, Mario Sorrenti, and Steven Meisel have all shaped the brand’s visual identity, crafting campaigns that feel both intimate and cinematic. Their ability to capture raw sensuality without excess has kept Calvin Klein’s imagery timeless.
Bad Bunny, 2025
The Cultural Impact
Beyond the fashion industry, Calvin Klein’s campaigns have sparked conversations about beauty, masculinity, and self-expression. The brand’s ability to tap into cultural moments, whether through celebrity endorsements or provocative imagery, has ensured its relevance across generations.
As Calvin Klein reclaims its throne, one thing is clear: the brand’s mastery of visual storytelling remains unmatched. The latest campaigns are not just advertisements; they are cultural moments, reminding us why Calvin Klein underwear has always been more than just fabric; it’s an attitude, a statement, and a legacy.
Christy Turlington, 2013