When the first set of Jeremy Allen White Calvin Klein photos dropped in early 2024, the internet basically stopped breathing for a second. It wasn't just another celebrity in their underwear; it was a cultural reset that felt like it came out of nowhere. We’re used to seeing Jeremy as the stressed-out, cigarette-smoking chef Carmy in The Bear, but seeing him stripped down on a New York City rooftop was a whole different vibe.
Honestly, the sheer scale of the reaction was wild. Within just 48 hours, those images generated $12.7 million in media impact value. That’s not just "getting likes"—that’s a seismic shift in how a legacy brand like Calvin Klein connects with a younger, digital-first audience. People weren't just looking; they were buying. Underwear sales reportedly jumped 30% year-over-year in the week following the launch.
Why the First Campaign Hit So Hard
The Spring 2024 campaign wasn't your typical high-fashion, airbrushed mess. Shot by the legendary Mert Alas, it felt gritty and authentic because it was filmed in Jeremy’s hometown of New York. You’ve got the orange sofa, the classic white briefs, and that Lesley Gore track "You Don't Own Me" playing in the background. It felt like a short film rather than a commercial.
Jeremy has been pretty vocal about how he felt leading up to it. He actually told GQ that he felt "so insecure" before the shoot. Imagine that. One of the most talked-about men in the world was worried about standing on a roof in his skivvies. He even admitted to sneaking out early in the morning to see his own billboard on Houston Street before the rest of the world saw it. There’s something kinda humanizing about that, right?
The photos didn't just lean on his physique, though that was obviously a huge part of the draw. They leaned on his "everyman" charm. He wasn't posing like a traditional male model; he was just... Jeremy. And that’s exactly what the brand needed to break through the noise of influencers and perfectly polished Instagram stars.
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The Poolside Sequel: Fall 2024
If the first campaign was about the gritty New York heat, the second installment for Fall 2024 was a total "sun-drenched daydream." This time around, they traded the rooftop for a pool and brought in some dogs. It was a bit more relaxed, channeling a classic Americana rockstar-off-duty energy.
Mert Alas returned to direct this one too, and you can tell. The lighting is softer, and the vibe is less "workout" and more "lounging." Jeremy was decked out in the 90s Straight and Slim Fit denim, but let’s be real—the photos of him in the black briefs by the pool were the ones that went viral.
What’s interesting is how Calvin Klein is using these campaigns to pivot. They aren't just selling boxers anymore; they're selling a lifestyle that feels attainable yet aspirational. They even dressed him for the Golden Globes in custom Calvin Klein, bridging the gap between a shirtless ad and a red-carpet powerhouse. It’s a smart move. It makes the brand feel relevant at every level of a guy's wardrobe.
Breaking Down the Winter 2024 Shift
By the time the Winter 2024 campaign rolled around, things took a turn toward the "homey." This wasn't shot by Mert Alas; instead, they brought in Stuart Winecoff, who is known for his work with artists like Billie Eilish. The vibe shifted from high-impact "thirst traps" to something much more intimate and domestic.
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In this series, we see Jeremy dancing around a house, wearing wool trousers and cashmere. There’s even a scene where he’s making a peanut butter and jelly sandwich—with the crusts cut off, no less. It’s playful. It’s almost a parody of the intense, brooding image people have of him from The Bear.
- Spring 2024: Raw, urban, rooftop, white briefs.
- Fall 2024: Sun-drenched, poolside, denim, dogs.
- Winter 2024: Domestic, cozy, cashmere, dancing.
This evolution shows a brand that knows it can’t just do the same thing over and over. They captured the lightning in a bottle with the first shoot, and now they're exploring different facets of his personality. It’s about longevity.
The Controversy You Might Have Missed
While everyone was thirsting over Jeremy, there was actually a bit of a row happening behind the scenes with the UK’s Advertising Standards Authority (ASA). Around the same time Jeremy's ads were being praised, an ad featuring FKA Twigs was banned for being "likely to cause serious offense by objectifying women."
This sparked a massive debate about double standards. Why was Jeremy’s nearly-naked body celebrated as high art while FKA Twigs’ ad was policed? Critics pointed out that while Jeremy was viewed as empowered and "cool," female artists are often still stuck in a loop of being censored for the same level of skin. It didn't hurt the campaign’s reach—if anything, the controversy just kept the Calvin Klein name in the headlines even longer.
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Actionable Takeaways for the "Jeremy Look"
If you're actually looking to buy what he's wearing rather than just looking at the pictures, there are a few specific pieces that defined these campaigns. It’s basically a masterclass in modern "normcore."
- The Classic White Tee: Jeremy mentioned in interviews that the fit is everything. He prefers a hem that sits closer to the waistline and sleeves that wrap tight around the shoulders.
- 90s Straight Jeans: This is the silhouette of the moment. It’s not skinny, it’s not baggy. It’s just a solid, standard fit that works with boots or sneakers.
- The Underwear: The "Modern Cotton Air" and "Cotton Classic" lines were the stars of the show. If you want that iconic look, you’re looking for the white boxer briefs with the black logo waistband.
To get the most out of these styles, focus on the fabric. The reason these clothes look good on Jeremy (besides the obvious) is that they aren't over-designed. No crazy logos, no weird zippers. Just high-quality basics that fit well. If you're building a wardrobe based on this aesthetic, start with the fit of your t-shirts first. Everything else follows that.
The Jeremy Allen White Calvin Klein photos succeeded because they felt like they belonged to a real person. Whether he's on a roof or by a pool, it never felt like he was playing a character. It felt like he was just being himself, insecurities and all. That’s a rare thing in fashion today.
Keep an eye on the brand’s next move, as they're clearly doubling down on this "authentic" celebrity strategy. The next time you see a massive billboard in SoHo, it’ll likely be another star following the "Jeremy" blueprint: keep it simple, keep it raw, and maybe bring a couple of dogs along for the ride.