Cooper Koch is having a moment. No, honestly, he’s having an entire year. After he gutted audiences with that 30-minute unbroken shot in Monsters: The Lyle and Erik Menendez Story, everyone knew the fashion world would come knocking. It wasn't a question of if, but when.
Then came May 2025.
The internet basically melted. When the first images of the Cooper Koch Calvin Klein campaign hit social media, it wasn't just another celebrity endorsement. It felt like a torch-passing moment. He joined the ranks of Jeremy Allen White and Jacob Elordi, proving that the "Calvin look" in 2026 is less about being a distant statue and more about raw, lived-in vulnerability.
The Workout That Kept Him "Pumped"
You’ve probably seen the photos—the ones where he’s soaking wet or lounging against white architectural slabs. It looks effortless. It wasn't. Koch actually admitted to Esquire that the shoot was "exhausting."
Why? Because he had a trainer on set the entire time.
Imagine trying to look "sensual and relaxed" while doing sets of push-ups and lifting weights between every single click of the camera. The goal was to keep his muscles "pumped" for the lens of legendary photographer Mert Alas.
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It worked.
The visuals aren't just about the abs, though. They channel a specific kind of retro-athletic energy. Think 1980s gym culture mixed with modern minimalism.
- The Music: They blasted Madonna throughout the day.
- The Water: Halfway through, they brought out the hoses.
- The Vibe: High-octane energy, even when the final photo looks like a quiet afternoon.
Why the Icon Cotton Stretch Actually Matters
Let’s talk about the gear. This wasn't just a "wear the old logo" shoot. Calvin Klein used the Cooper Koch debut to launch the Icon Cotton Stretch line.
It sounds like marketing fluff, but there’s a technical shift here. The brand introduced something called the "Infinity Bond" waistband. Basically, it’s stitch-free. No seams digging into your sides. For a brand that literally invented the "designer underwear" category, this was a play to stay relevant in a world obsessed with comfort.
Koch didn't just stick to the briefs. He was also lensed in the "Baggy Jean"—a direct response to the death of skinny jeans—paired with the Cotton Classic Tank. It’s a silhouette that screams 1989, which is a cheeky nod to the era of his breakout Netflix role.
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The Pride Collection and the "Retro Fitness" Edge
Shortly after the initial summer campaign, things took a more colorful turn. In June 2025, Koch fronted the Calvin Klein Pride collection.
This wasn't your typical rainbow-wash. The campaign leaned heavily into a "retro fitness" aesthetic. Koch posed on sculptural white forms against a blindingly blue sky. If you’re a fashion nerd, you probably recognized the reference immediately. It was a deliberate homage to the iconic 1982 ad featuring Olympian Tom Hintnaus.
The collection itself featured:
- Limited-edition rainbow CK logos.
- Text-art collaborations with artist Marc Hundley.
- Boxy, "breezy" cuts that felt more like athletic wear than high fashion.
Honestly, the Pride campaign felt more personal. Koch has been vocal about his identity and his journey through therapy. He even told Attitude that his confidence on set comes from "positive self-talk" and years of work on himself. It makes the photos feel less like a performance and more like a guy who is finally comfortable in his own skin.
From Indie Horror to High Fashion Royalty
Before he was the face of global billboards, Koch was grinding in indie projects like Swallowed and They/Them. It’s a wild trajectory.
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He’s not just a "model-actor" anymore. In late 2024, he also starred in Saint Laurent’s cinematic campaign As Time Goes By, directed by Nadia Lee Cohen. He’s becoming a "muse" for creative directors who want more than just a pretty face. They want the intensity he brings to his characters.
Even on the red carpet, he’s shifting things. Remember the monochromatic brown leather look he wore to the Calvin Klein show in NYC? It was a far cry from the safe black tuxedos most young actors cling to.
How to Get the Look (Without the On-Set Trainer)
If you’re trying to channel the Cooper Koch aesthetic, it’s surprisingly simple. The 2026 trend is all about "pragmatic sensuality."
- Start with the base: The Icon Cotton Stretch is the core. Look for the seamless waistband if you actually care about comfort.
- Go big on denim: Skip the slim fit. The "Baggy Jean" is the move. It should look like you borrowed them from an older brother in the 90s.
- The White Tank: It’s the "Cotton Classic." Don't overthink it. It’s a staple for a reason.
What most people get wrong about these campaigns is thinking they need to look like a Golden Globe nominee to pull it off. In reality, the "Calvin legacy" is just about confidence. Whether you’re lifting weights on a set or just heading to the grocery store, the vibe is the same: be comfortable, be bold, and maybe keep a little Madonna on your playlist.
The next time you see those billboards, remember the push-ups and the positive self-talk. It takes a lot of work to look that effortless.
Check your local retailers for the Summer 2025 and Pride pieces, as the limited-edition Marc Hundley items are already becoming collector's favorites on the secondary market. If you're looking for the specific "Infinity Bond" underwear, verify the product tags to ensure you're getting the stitch-free version.