The internet practically short-circuited in March 2025. One minute you're scrolling through memes, and the next, Benito Antonio Martínez Ocasio—better known to the world as Bad Bunny—is staring back at you in nothing but white boxer briefs. It wasn't just another celebrity endorsement. It was a cultural "where were you" moment that felt like the natural climax of his transition from a trap artist with a third eye painted on his forehead to a high-fashion powerhouse.
The Photos That Broke the Feed
Let’s be honest: Calvin Klein knows exactly what they’re doing. They have a history of picking the "it" man of the moment—think Jeremy Allen White or Jungkook—and stripping them down to the essentials. But the Bad Bunny Calvin Klein photos felt different. Shot by the legendary Mario Sorrenti, the campaign wasn't just about showing off a gym physique. It was shot in Puerto Rico, Benito's home, and that choice mattered.
The vibe was raw. Real. Kinda sweaty, actually.
Sorrenti captured him in the brand's new Icon Cotton Stretch line, but the technical specs of the underwear (like that stitch-free "Infinity Bond" waistband) were the last thing people were talking about. Instead, the focus was on the ink. The campaign put his tattoos front and center, highlighting the symbols of his journey while his hit track "EoO" from the Debí Tirar Más Fotos album pulsed in the background.
Why the Spring 2025 Campaign Hit Different
Most celebrity shoots feel sterile. You can tell they’ve been airbrushed into oblivion by a team of twenty people. While there was definitely a massive crew involved here, the images felt surprisingly intimate. One particular shot—a mirror selfie where he’s wearing only white briefs and a smirk—went so viral it basically became the unofficial wallpaper of half the phones in Latin America.
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Even other celebs couldn't help themselves. Shawn Mendes famously dropped a "guapo" in the comments, and the "girls, gays, and theys" (as the internet puts it) went into a collective frenzy.
The Real Impact by the Numbers
If you think this was just a bunch of people thirsting on Twitter, the data says otherwise. According to industry reports from WWD and Launchmetrics, the campaign generated over $8.4 million in Media Impact Value (MIV) within just the first 48 hours. That’s insane.
- TikTok: 20 million views in less than a week.
- Instagram: Over 30 million views on the teaser film.
- X (formerly Twitter): Static images from the shoot racked up 24 million impressions on fan accounts like PopBase.
It was the second most successful campaign in the brand's recent history, trailing only behind the astronomical numbers put up by BTS’s Jungkook in 2024.
Beyond the Underwear: A Fashion Evolution
To understand why the Bad Bunny Calvin Klein photos carried so much weight, you have to look at where he started. Back in 2017, he was all about loud prints and yellow Gucci suits. Fast forward to 2024, and he’s co-chairing the Met Gala in a custom Maison Margiela Artisanal look by John Galliano.
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He’s spent years breaking gender norms, wearing skirts, and rocking Jacquemus backless blazers. By the time he signed with Calvin Klein, he had already solidified himself as a fashion "it" boy. This campaign was the final stamp of approval. It said he wasn't just a guest in the fashion world; he owned the room.
Interestingly, his family had the most "Bad Bunny" reaction to the racy shots. When he appeared on The Late Show with Stephen Colbert later that year, he joked about his mother’s response. Apparently, she wasn't shocked at all. "My mom already knew that she made a hot guy," he told Colbert. It’s that level of confidence that makes the photos work. If he felt awkward, we’d feel awkward. He didn't.
What Most People Get Wrong About the Shoot
A lot of critics dismissed the campaign as just another "thirst trap." While it definitely served that purpose, it was actually a highly calculated move for his personal brand. The shoot took place right as he was leaning into his most authentic "Boricua" era.
Shooting in Puerto Rico wasn't a coincidence. By bringing a global titan like Calvin Klein to his island, he was essentially saying that his roots are just as luxurious as a studio in Milan or New York. The styling was minimal—lots of neutral tanks, v-necks, and the signature Icon Cotton Stretch pieces—which forced the viewer to focus on the man, not the clothes.
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Actionable Takeaways for the Curious
If you're still looking for the photos or trying to understand the hype, here’s the best way to "consume" this cultural moment properly:
- Watch the Film, Not Just the Stills: The campaign video directed by Sorrenti is where the energy is. The movement and the "EoO" soundtrack provide context that a static image just can't.
- Look for the Details: Notice the lack of heavy editing on his skin. Compared to previous CK campaigns, there's a more "natural" texture here that was very intentional for the 2025 aesthetic.
- Check the Timeline: This campaign was the bridge between his Nadie Sabe cowboy-chic era and the more introspective vibes of Debí Tirar Más Fotos. It’s a visual representation of him stripping away the "costume" of celebrity.
The Bad Bunny Calvin Klein photos aren't going anywhere. They’ve already been cemented in the hall of fame alongside Marky Mark and Kate Moss. Whether you’re a fan of the music or just a student of pop culture, it’s hard to deny that Benito knows exactly how to keep the world looking in his direction.
If you want to track how this campaign influenced his later work, look at the visual direction of his 2025 tour. You'll see the same raw, Puerto Rican-centric minimalism that started with a pair of white briefs and a camera in the hands of Mario Sorrenti.