A Quick History of Calvin Klein's Iconic Underwear Campaigns

The American brand redefined advertising and fashion through its provocative, now- iconic underwear campaigns. Here’s a closer look at their evolution.

Mark Wahlberg 1991. Photo: Getty Images

Sex sells. That adage is so perfectly proven by Calvin Klein, who redefined advertising with provocative and bold campaigns that turned underwear into a cultural and luxury fashion phenomenon.

Back in the 1980s, Calvin Klein already was established in denim, thanks to Brooke Shields’ iconic campaign and unforgettable tagline: “Do you know what comes between me and my Calvins? Nothing.” That provocative ad sparked a cultural moment and set the stage for the brand’s next big venture: underwear. In 1982, Calvin Klein dove into the business with its debut Calvin Klein Underwear campaign featuring Olympic pole vaulter Tom Hintnaus, whose Times Square billboard turned heads and made history. This wasn’t just underwear. It was designer underwear, a concept Calvin Klein made popular.

Since then, Calvin Klein’s underwear ads have cemented their status as cultural moments, showcasing an ever-evolving lineup of A-listers—from models and actors to musicians and artists. Famous for showcasing some of the world’s top models, Calvin Klein’s iconic ads have been credited with launching the career of many models including Kate Moss. Among the most iconic pairings is Mark Wahlberg and Moss, whose campaign remains a pop-culture touchstone. More recently, stars like Jeremy Allen White and Greta Lee have donned Calvin Klein underwear and joined the storied advertising legacy. Each campaign continues to blend star power with authenticity with a hint of the unexpected, hence their appeal.

“I tapped into this sense of confidence, empowerment and gratitude for my life, my family and my body. It was a radical and emotional experience for me, and I’m so proud of it,” Lee said, discussing her Fall 2024 campaign, in a press release.

In 2014, Calvin Klein revolutionized modern marketing with the #MyCalvins campaign, inviting celebrities, influencers, and everyday fans to share their Calvin moments on Instagram. (Saturday Night Live also put a spin on the moment.) From Kendall Jenner to A$AP Rocky, the hashtag became synonymous with style and self-expression, turning social media into a playground for creativity and brand loyalty.

Calvin Klein’s underwear campaigns aren’t just about the clothes—or lack thereof—they’re about the people. In a 2013 conversation with Marc Jacobs for Interview Magazine, Klein revealed the philosophy behind his iconic casting choices: "They were just real, beautiful people. But I liked to discover people—I liked to find ones who I felt I could relate to," he told Jacobs. This approach has defined the brand’s advertising ethos, prioritizing authenticity and relatability alongside undeniable star power. Each model, handpicked for their unique energy, gets to bring something personal to their campaigns.

It’s not just the stars in front of the camera that make these campaigns unforgettable. Visionary photographers like Irving Penn, Richard Avedon, and Herb Ritts have lent their genius to create some of these most recognizable images. Calvin Klein’s ability to combine provocative artistry with cultural relevance has cemented its place as an enduring icon in advertising, always leaving spectators to wonder who will be the next face of Calvin Klein.

Keep scrolling to see some of the most buzzy Calvin Klein underwear campaigns to date.