When Calvin Klein drops a new celebrity campaign, the internet often comes to a standstill. Whether it’s starring Blackpink’s Jennie and Jeremy Allen White of today or the iconic Kate Moss and Mark Wahlberg shots of the ’90s, what these campaigns have in common is how the brand draws attention to itself while these heavyweights pose in minimalistic briefs, bras and jeans. But how did the label establish such a sensual tone and eventually, its signature black and white campaign? We look back over the years to understand more.
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Brooke Shields (Photo: courtesy of Calvin Klein)
Kate Moss and Mark Wahlberg (Photo: courtesy of Calvin Klein)
Kate Moss and Mark Wahlberg (Photo: Getty Images)
It began in 1980 when Brooke Shields starred in a denim campaign for the American label. As she sat on the floor, the camera panned up from her feet to her face while she whistled Oh, My Darling Clementine, and ended the 30-second advert by saying, “You want to know what’s between me and my CKs? Nothing.”
The segment, starring the then-15-year-old, was rife with sexual connotations and was quickly pulled off the air due to complaints. However, the buzz generated by this short commercial to sell denim—with a side of sex—would motivate the Calvin Klein team to continue with this format for future adverts.
In 1992, the brand tapped rapper and actor Mark Wahlberg—who went by Marky Mark at the time—and 18-year-old Kate Moss to star in its latest underwear campaign. The former flexed his muscles while repeatedly checking out the latter, who walked around him sans top and covering herself with her hands. Moss would reveal in a 2022 interview with BBC that she felt uneasy at the time with the objectification of her body, saying, “I was very young and naive at the time.”
Jennie from Blackpink in a Calvin Klein advert (Photo: courtesy of Calvin Klein)
Jennie from Blackpink in a Calvin Klein advert (Photo: courtesy of Calvin Klein)
Since then, both male and female celebrities in Calvin Klein adverts have adopted a greater air of confidence to ease that sense of discomfort, as well as having more diversity in faces: see Euphoria actress Alexa Demie’s self-assured nature in her freedom to wear underwear, and Blackpink's Jennie whose campaign has over 1.6 million views on YouTube thanks to the dynamic nature of the shots and subtle intimacy she shares with the camera. Since Jennie became a brand ambassador in 2022, more Korean stars have also undressed for the label, including Jung Ho-yeon of Squid Game fame, K-pop idol Hyuna and Tottenham Hotspur’s player Son Heung-min.
Calvin Klein has often turned to bright young things at the precipice of their popularity—such as Kendall Jenner and Justin Bieber (in that campaign) in 2015, as well as The Bear’s Jeremy Allen White and Past Lives’ Greta Lee in 2023.
The label is also tapping more Asian stars, citing the brand’s in-depth efforts in localisation strategy and recognising the fandoms that come with it.
Jungkook (Photo: courtesy of Calvin Klein)
Vachirawit “Bright” Chivaaree (Photo: courtesy of Calvin Klein)
Jungkook, a member of the biggest boyband in the world, BTS, became a brand ambassador for Calvin Klein in March 2023. His wavy hair, facial jewellery and athletic body sparked the excitement of fans on social media, and the video campaign released that September has racked up almost 5 million views on YouTube, demonstrating the impact when two major names collide.
Thai actor Vachirawit “Bright” Chivaaree also received similar treatment, with this semi-nude shot garnering almost a million views on Instagram. Model Uta Uchida, grandson of singer Yuya Uchida and son to actor Masahiro Motoki and thus nicknamed the “third generation of Japan's most handsome stars”, is also a friend of the brand, posing in its boxer briefs and white socks on his way to make a name for himself. Even Hong Kong boyband Mirror’s Ian Chan, Anson Kong and Anson Lo have all been shot for Calvin Klein, with fans willing to buy products to feel closer to them.
Anson Lo (Photo: Instagram / @calvinklein)
Anson Kong (Photo: Instagram / @calvinklein)
At present, Calvin Klein’s all-encompassing sensual marketing formula has targeted youthful and charming celebrities to become brand ambassadors, thereby targeting viewers and fans in their teens up to their forties. Most get their information online via Instagram, TikTok and YouTube, and because these platforms are inseparable from pop culture, Calvin Klein needs to reach this audience as quickly as possible (closer to 3 seconds now) and what sells better than carefully curated sex? This is an image that’s developed over time, and the sultry attitudes combined with a strong sense of the self as expressed by stars, in signature black and white, have cemented itself in the public psyche as a Calvin Klein advert.
This article was originally written by Meiji Ray in Chinese on August 21, 2023. Here’s the link to that article.
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