You couldn't escape it. Honestly, even if you tried to scroll past your social feeds in early January, there he was: Jeremy Allen White, the guy from The Bear, stripped down to his skivvies on a New York City rooftop. It wasn't just another fashion shoot. It was a cultural reset that basically broke the internet before most of us had even finished our first cup of coffee for the year.
The Calvin Klein ad 2024 didn't just sell underwear. It sold a very specific, gritty kind of New York energy that felt authentic in a way fashion rarely does anymore. People weren't just looking; they were obsessing. Within days, the brand saw a massive 30% jump in underwear sales. That’s the kind of math that makes retail executives weep with joy. But beyond the thirst traps and the viral memes, there’s a lot more going on with how Calvin Klein played their cards this year.
Why the Jeremy Allen White Campaign Changed Everything
Most brands try way too hard. They over-edit, they over-produce, and they end up looking like a plastic version of reality. Calvin Klein went the other way. They hired photographer Mert Alas and basically told Jeremy to be himself—which apparently involves doing pull-ups on a rusty rooftop and lounging on a random red velvet sofa that looked like it had seen better days.
The first installment, released on January 4, 2024, focused on the Spring collection. It wasn't just about the "Intense Power" or "Micro Stretch" fabrics, though those were the products on the tags. It was about the vibe. The music choice was a stroke of genius: "You Don’t Own Me" by Lesley Gore. It’s a 1960s feminist anthem that gave the whole thing this defiant, cool-guy-who-doesn’t-care-you’re-watching energy.
The Fall Follow-Up
They didn't stop there. By August 27, 2024, the second chapter dropped. This time, the setting shifted from the gritty city to a sun-drenched poolside. They swapped the feminist anthems for "Crimson and Clover" by The Shacks. We saw Jeremy in '90s straight jeans and a trucker jacket, playing with a bunch of dogs. It was softer, sure, but it kept that "nonchalant cool" that has become his trademark.
It Wasn't Only About Jeremy
While Jeremy grabbed the lion's share of the headlines, the 2024 strategy was actually a massive ensemble piece. You had Greta Lee—the star of Past Lives—making her debut for the brand in August. Her campaign was all about "The Power of Her Persona." Directed again by Mert Alas, her video used "We Got the Beat" by The Go-Go’s. It felt fresh. It felt real. Greta talked about how being "dressed almost exclusively in underwear" was a radical experience for her.
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And then there was Jennie from Blackpink. She’s basically the queen of the "lazy day in" aesthetic. Her part of the campaign showed her waking up, dancing in a window, and just hanging out. It’s a stark contrast to the intense, muscular energy of the Jeremy Allen White ads, but it works because it hits a different nerve: the desire for effortless, private comfort.
The "Korea Effect" and Global Dominance
Let's be real—Calvin Klein was hitting some rough patches a few years ago. They were almost looking dated. What saved them? Some industry experts point to the "Korea Effect." By bringing in heavy hitters like Jungkook from BTS and Jennie, they tapped into a global fanbase that doesn't just "like" a brand—they live for it.
- Jungkook's impact: His "genderless concept" campaign reportedly helped push parent company PVH Corp.'s stock to record highs.
- The Gen-Z Pivot: They moved away from high-fashion elitism and toward "cultural cachet." They stopped just casting "pretty people" and started casting people who actually move the needle in music, film, and social media.
The Business of Viral Moments
If you think this was just luck, you're kidding yourself. The Calvin Klein ad 2024 was a masterclass in "moment marketing." They knew exactly when to drop the content to maximize the buzz from the Golden Globes (where Jeremy was winning for The Bear).
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The numbers are actually pretty wild:
The initial January campaign generated roughly $74 million in media impressions. That isn't just a "good" result; it’s an industry-defining one. Other brands even started parodying it. The luggage brand Away did a spoof where they replaced Jeremy’s washboard abs with the ribbed design of their suitcases. When other brands are making fun of you (respectfully), you know you've peaked in the zeitgeist.
Behind the Lens with Mert Alas
A lot of the credit goes to Mert Alas. He has this way of shooting that feels cinematic yet intimate. He caught Jeremy in "everyday moments" that felt anything but everyday. The lighting, the grain of the film, the choice to keep the background somewhat messy—it all adds up to a "human" feel that AI-generated imagery just can't touch right now.
What This Means for You
You're probably not going to go out and do pull-ups on a rooftop in your boxers (please don't, the neighbors will talk). But there is a takeaway here about how we consume "lifestyle" in 2026. We are moving away from the "perfect" and toward the "authentic."
The pieces featured in these ads—the 90s Straight Jeans, the Modern Cotton Air underwear, the Monogram Logo T-shirts—are simple. They aren't trying to reinvent the wheel. The lesson from the Calvin Klein ad 2024 is that you don't need bells and whistles if the core identity is strong.
If you're looking to refresh your own wardrobe based on these trends, focus on the basics. Look for:
- High-quality cotton: It’s about breathability and comfort, not just the logo on the waistband.
- Classic silhouettes: The '90s fits are back for a reason—they actually look good on human bodies, not just mannequins.
- The "Confidence" Factor: The most successful part of these ads wasn't the clothes; it was the people wearing them feeling totally at home in their own skin.
Keep an eye on the out-of-home (OOH) placements next time you're in a big city. Those massive billboards on Houston Street in NYC or in the middle of London aren't just ads anymore; they're landmarks of what the world finds interesting at this exact second.
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To stay ahead of the next big drop, follow the brand's social channels where they "pulse" out new content throughout the week rather than dumping it all at once. This drip-feed strategy keeps the conversation going long after the initial shock of a shirtless celebrity wears off. Check your current wardrobe for those "timeless essentials" and see if they still give you that same sense of "nonchalant cool." If they don't, it might be time to see what the next chapter of the campaign has in store for the 2026 season.