It started with a billboard. Specifically, a massive, black-and-white image of Mark Wahlberg—then known as Marky Mark—leaning against a wall in nothing but white cotton briefs. The year was 1992. People literally crashed their cars looking at it.
That single image changed how we look at celebrity men in underwear forever. It wasn't just about selling a waistband with a logo. It was about selling a specific kind of untouchable, hyper-masculine energy that suddenly felt accessible if you just bought the right pack of drawers at the mall. Fast forward thirty years, and the formula hasn't really changed, even if the faces have. Whether it’s Jeremy Allen White eating an apple on a New York rooftop or David Beckham standing in a literal desert, the cultural obsession remains remarkably consistent.
The Shift From Athletes to Internet Boyfriends
For a long time, if you were a famous man stripping down for a brand, you were probably an athlete. It made sense. You had the "physique of a god," as the fashion editors liked to say. Michael Jordan did it for Hanes. Jim Palmer did it for Jockey. It was safe. It was about performance and comfort.
Then the internet happened.
Suddenly, the "Internet Boyfriend" became a thing. We didn't just want to see muscular athletes; we wanted the actors we binge-watch on Sunday nights. Look at the chaos caused by the 2024 Calvin Klein campaign featuring Jeremy Allen White. Honestly, the internet nearly folded in on itself. It wasn't just that he was in shape. It was the "Cousin" energy from The Bear mixed with a high-fashion aesthetic.
The strategy here is pretty simple but effective: brands target the parasocial relationship. When you see a celebrity like Michael B. Jordan in an underwear ad, you aren't just looking at the fabric. You're looking at the culmination of his film roles, his public persona, and his "Sexiest Man Alive" titles. It’s a calculated move.
Why the "Relatability" Trap Actually Works
You've probably noticed that ads aren't as airbrushed as they used to be. Well, sort of. While the lighting is still perfect, there's a push toward "realness."
Take the SKIMS Men launch. Kim Kardashian didn't just pick one type of guy. She grabbed Neymar Jr. (the athlete), Nick Bosa (the powerhouse), and Shai Gilgeous-Alexander (the fashion-forward NBA star). By diversifying the "type" of celebrity men in underwear, the brand hits multiple demographics at once. It’s not just for the gym rats anymore. It’s for the guy who likes soccer, the guy who follows the NFL, and the guy who reads GQ.
The Economics of the Waistband
Let's talk money. Because at the end of the day, these guys aren't stripping down for the art of it.
A major celebrity endorsement can increase a brand's market share by double digits in a single quarter. When Justin Bieber signed with Calvin Klein, the social media engagement alone was worth millions in earned media. It’s a symbiotic relationship. The celebrity gets a massive paycheck—often in the seven-figure range—and the brand gets to occupy a space in the consumer's brain that a standard model simply can't reach.
But there is a risk.
If a celebrity has a public meltdown, those billboards come down fast. Brands are picky. They want someone "aspirational but attainable." It’s a weird tightrope to walk. You want to look like him, but you also want to feel like you could look like him if you just hit the gym for a few months and stopped eating pizza. Spoiler: You probably won't, but the marketing team knows you’ll buy the underwear anyway.
Breaking the "Male Gaze" vs. "Female Gaze"
There is a massive shift happening in how these campaigns are shot. Historically, underwear ads for men were designed to show dominance. Tight muscles, stern faces, very "alpha."
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Lately, though, there’s a pivot toward the "female gaze."
What does that even mean? It means the photos are softer. There’s more personality. Think about Paul Mescal or Jacob Elordi. Their public images are built on a certain level of sensitivity. When they appear in fashion campaigns, it’s less about "I am a warrior" and more about "I am a complex human who happens to be wearing designer briefs."
This transition is huge for sales. Women buy a significant portion of men's underwear, either as gifts or for their partners. Appealing to what women find attractive—rather than what men think is "cool"—is a genius move that the industry took way too long to figure out.
The Viral Lifecycle of a Campaign
- The Tease: A grainy black-and-white photo posted to Instagram with no caption.
- The Drop: High-res images hit at 9:00 AM EST. Twitter (or X, whatever) explodes.
- The Meme Phase: People start photoshopping the celebrity into weird situations. This is free advertising.
- The Sell-Out: The specific style worn by the celeb sells out in hours.
It's a predictable cycle, but we fall for it every single time. Honestly, it’s impressive.
Practical Insights for the Modern Consumer
Buying underwear because a celebrity looks good in it is fine, but you should probably look at the actual specs before you drop $40 on a single pair. Most "celebrity" lines use a blend of Pima cotton and elastane. It feels great, but it has a shelf life.
If you're looking to upgrade your own drawer based on what you see in the media, keep these things in mind:
- Fabric is King: Don't just buy the logo. Look for Modal or MicroModal. It’s what most of the high-end "celeb" brands actually use because it holds color better and doesn't pill as fast as cheap cotton.
- The Cut Matters: Most ads feature "Trunks" or "Boxer Briefs" with a shorter inseam. This looks great in photos because it elongates the leg. If you have larger thighs, though, those will roll up. Go for a longer 6-inch inseam.
- Pouch Tech: Many modern brands featured by celebs now include "contoured pouches." This isn't just for aesthetics; it actually prevents chafing and provides support that the flat-front briefs of the 90s didn't offer.
The era of celebrity men in underwear isn't going anywhere. If anything, it’s getting more intense. As social media platforms become more visual, the "thirst trap" has been professionalized and monetized. From Mark Wahlberg’s 90s swagger to the modern, curated "indie-sleaze" look of today’s stars, the message is the same: the clothes might make the man, but the underwear sells the dream.
Next time you see a massive billboard of an actor in his briefs, remember it's a multi-million dollar psychological play. It’s fine to enjoy the view, just make sure the waistband actually fits before you hand over your credit card. Look for flat-lock stitching and a "no-roll" waistband to ensure the quality matches the hype. Check the material composition for at least 5% spandex to ensure the shape holds after more than three washes.