If there was a lifetime achievement award for daring underwear ads, there's one brand that would sweep the boards: Calvin Klein. Since the ‘80s, its iconic imagery has left an imprint on pop culture. From its achingly cool black and white aesthetics to near-perfect casting choices—Marky Mark, Kate Moss, A$AP Rocky—Calvin Klein's creative direction and eye for cultural moments are faultless.
If there's one thing that ties the ads together, it's a knack for capturing the cultural zeitgeist with simplicity. It's all too easy for art directors to overcook concepts, but Calvin Klein cuts out all the fluff, delivering playful and occasionally provocative campaigns that do one thing really, really well—make you want to cop a pair of Calvins.
For its Fall 2023 campaign, CK once again enlisted a dream team of talents. A-list luminaries, including Mr. Rager himself, Kid Cudi, the always stylish Kendall Jenner, BTS member Jungkook and Euphoria favorite Alexa Demie all feature in their own clips sporting new-season underwear, denim, and apparel staples.
The campaign 'redefines sensuality through scenes of pleasure and play'. In layman's terms, that basically means each clip is like a mini-visual journey through each star's story of self-expression.
Take Cudi's clip, for example. He's in his zone, totally immersed in his inner soundtrack, flexin his tattoos and bleached blonde hair. Set to the track Cosmic Dancer by T Rex, there's that stark black-and-white imagery we mentioned, interlayered with Cudi cooling off underwater in CK’s ubiquitous logo boxers.
Alexa Demie has her moment, too. A fan favorite from HBO's hit coming-of-age drama Euphoria, Demie oozes nonchalant it-girl charm, giving us major Madonna vibes. She shows off key underwear pieces from the collection in her charismatic way, moving through a kitchen, bedroom and hallways while she effortlessly teases the camera, making the pieces come to life. It easily solidifies the must-have status of the collection.
By referencing its legacy and celebrating individuality, Calvin Klein has enabled a new generation of talents to shine.
