Celebrities in Underwear: Why the Campaign Aesthetic is Shifting in 2026

It used to be a shocker. You’d be driving down Sunset Boulevard or walking through Soho, and suddenly, there was a forty-foot tall image of a movie star in their briefs. Today? It’s basically the standard career move for anyone with a Billboard hit or a Netflix series. When we talk about celebrities in underwear, we aren't just talking about a provocative photo shoot anymore. We’re looking at a massive, multi-billion dollar pivot in how fame is monetized. Honestly, it’s become the new "perfume deal." If the early 2000s were defined by every starlet releasing a floral fragrance, the mid-2020s are defined by who can snag the most minimalist, high-fashion intimate apparel contract.

But something is changing. The "perfect" look is out. Weirdness is in.

The Calvin Klein Effect and the Shift to "Real" Moments

For decades, the gold standard for celebrities in underwear was the Calvin Klein campaign. Think back to 1992 with Mark Wahlberg—then Marky Mark—and Kate Moss. It was gritty, black and white, and purposefully raw. It set a template that everyone from Justin Bieber to Shawn Mendes followed for years. You know the look: high-contrast lighting, a specific kind of brooding stare, and a very "gym-sculpted" physique.

However, in the last couple of years, the vibe has shifted toward what industry insiders call "calculated intimacy." It’s less about looking like a statue and more about looking like you’re hanging out in a messy bedroom. Jeremy Allen White’s 2024 campaign for CK is the perfect case study here. It wasn't just about the muscles; it was about the Brooklyn rooftop, the orange slices, and the sense that you were catching a private moment. That campaign reportedly generated over $12.7 million in Media Impact Value in just 48 hours. That’s the power of the right celebrity in the right pair of boxers.

Why Gen Z Doesn't Buy the "Perfect" Image

The data shows that younger consumers are pretty much over the airbrushed look. According to a 2025 consumer behavior report from The Business of Fashion, nearly 68% of Gen Z shoppers prefer campaigns that show skin texture, scars, or "natural" body types. This is why we've seen brands like Skims, founded by Kim Kardashian, explode in value. They don't just hire the standard runway models. They cast everyone from Lana Del Rey to Nelly Furtado to various athletes. They’re selling a mood, not just a garment.

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It’s kinda fascinating.

We’ve moved from "I want to look like that celebrity" to "I want to feel the way that celebrity looks in this moment." It’s a subtle but massive psychological difference.

The Business of the "Underwear Pivot"

Why do celebrities do it? Money is the obvious answer, but it's also about brand repositioning. For a young actor trying to shed a Disney Channel image, a high-fashion underwear campaign is the fastest way to signal "I’m an adult now." It’s a rite of passage.

• The Paydays: Top-tier A-lists can command anywhere from $2 million to $10 million for a global campaign.
• The Equity Play: More stars are turning down flat fees in favor of ownership. Think Rihanna with Savage X Fenty. She didn't just pose in the clothes; she built a brand that was valued at $3 billion.
• The Social Lift: An underwear campaign is guaranteed to go viral. It’s "thumb-stopping" content.

Jeremy Allen White didn't just get a check; he became a fashion icon overnight. Before that campaign, he was "the guy from The Bear." After? He was a household name for people who hadn't even seen the show.

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When It Goes Wrong: The Risks of Overexposure

Not every campaign is a winner. Sometimes, it feels forced. When a celebrity who is known for being ultra-private suddenly pops up in a neon-colored underwear ad, the internet usually smells the desperation. Authenticity is a buzzword, sure, but in this space, it’s the only currency that actually matters. If the fans don't believe the celeb actually wears the brand, the "ick" factor sets in.

Take the 2023 trend of "lifestyle" underwear shoots. Some stars tried to make it look like "paparazzi" shots caught them in their backyard. The problem? The lighting was too perfect. The shadows were too professional. Fans dragged the campaigns on TikTok, calling them out for being "too try-hard."

You've gotta be careful. One bad campaign can turn a serious actor into a meme for all the wrong reasons.

The Future: AI and the Death of the Physical Photoshoot?

There’s a weird thing happening in 2026. With the rise of high-fidelity AI, some brands are starting to experiment with "digital twins" of celebrities. It’s controversial. It’s messy. Does a celebrity still get the same "heat" if the fans know the body in the photo is a 3D render?

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Most experts say no. The whole point of celebrities in underwear is the human element—the sweat, the vulnerability, the reality of a person we admire showing skin. You can’t replicate that with an algorithm. Not yet, anyway. Brands like MeUndies and Adore Me are leaning harder into "behind-the-scenes" content because it’s the one thing AI can’t fake convincingly. They want you to see the celeb laughing between takes, maybe tripping over a prop. That’s where the connection happens.

What Most People Get Wrong About These Shoots

A lot of people think these shoots are just "show up and take your clothes off." Honestly, it’s the opposite. These are high-stakes corporate maneuvers. There are lawyers involved in deciding exactly how many inches of a waistband are shown. There are stylists who spend three hours making "messy hair" look exactly right.

It’s a performance.

Practical Insights for the Modern Consumer

If you're watching these trends unfold, there are a few things to keep in mind about how the industry works. It’s not just about the photos; it’s about the market.

1. Look at the "Creative Director" credit. If a celeb is listed as a creative director, they likely have a stake in the company. Their "vulnerability" is a business strategy.
2. Check the "unretouched" claims. Many brands claim their photos are unedited. Usually, this means they haven't changed the body shape, but they’ve still spent hours on color grading and lighting. It's "real-ish," not real.
3. The "Drop" Culture. Underwear is now sold like sneakers. Limited edition colors, celebrity collaborations, and "once-it's-gone-it's-gone" marketing are the new norm.

The intersection of fame and fashion is getting tighter. We’re seeing a world where the line between a movie star and a brand ambassador doesn't even exist anymore. Whether it’s an Oscar winner or a viral YouTuber, the move to intimate apparel is the ultimate sign of "arrival" in the 2026 zeitgeist.

To stay ahead of these trends, pay attention to the casting choices of major houses during Fashion Week. Often, the person walking the runway in a suit in February is the same person you'll see in a global underwear campaign by August. Following the trajectory of "indie" actors who suddenly start wearing a specific designer on the red carpet is usually the best way to predict who the next big face—and body—of a major campaign will be. The transition is rarely accidental; it's a carefully choreographed climb to the top of the cultural conversation.