He was only 20. It feels like a lifetime ago, yet the image is burned into the collective memory of the internet: Justin Bieber, blond hair swept up, leaning against a drum kit in nothing but white cotton. When the first justin bieber underwear photo from the 2015 Calvin Klein campaign hit social media, it didn't just trend. It basically nuked the servers. Within 48 hours, the hashtag #mycalvins saw over 1.6 million mentions on Twitter alone.
But then the "unretouched" leak happened.
Or, well, what people thought was a leak. Suddenly, the narrative shifted from Bieber’s transition into "manhood" to a messy debate about airbrushing, "bulge-gate," and whether his biceps were actually his own. If you were online during that week in January, you couldn't escape the side-by-side GIFs. One showed the official ad; the other showed a slimmer, less muscular version of the singer. Honestly, it was a chaotic moment for celebrity culture that still serves as a case study in how we view male body image.
The Photoshop Drama That Nearly Broke the Campaign
The controversy started when a gossip site called BreatheHeavy posted what they claimed was a "raw" photo from the shoot. In this version, Justin looked noticeably different. His muscles were smaller. His hands were smaller. Even his, uh, "proportions" in the underwear seemed downgraded. The internet went into a frenzy of body shaming.
Bieber’s team didn't stay quiet. They sent a cease-and-desist letter faster than you can stream "Baby."
📖 Related: Erik Menendez Height: What Most People Get Wrong
They argued the "leaked" photo was actually the fake one—a digital manipulation designed to make Justin look worse. It turns out, they were right. BreatheHeavy eventually retracted the post and apologized, admitting the image they shared was doctored. Bieber himself decided to troll the haters. He posted a shirtless photo of himself in a towel on Instagram with the simple caption: "Photoshop lol."
Why the 2015 Campaign Was a Cultural Pivot
Before this justin bieber underwear photo surfaced, the world still largely viewed him as the "teen pop brat" who was getting into trouble with the law and racing cars in Miami. Calvin Klein changed that. They wanted to evoke the legendary 1992 Marky Mark campaign. To do that, they hired photographers Mert Alas and Marcus Piggott to shoot Justin in gritty black and white alongside supermodel Lara Stone.
- The Drummer Aesthetic: The video clips featured Justin playing the drums, a nod to his actual musical talent.
- The Tattoos: It was the first time the public really got a high-definition look at his full sleeve and chest ink.
- The Numbers: Calvin Klein gained 3.6 million new followers across social platforms within weeks of the launch.
Mark Wahlberg’s wife, Rhea Durham, actually took to Twitter at the time to throw some shade, saying her husband was the "original" and better version. It was a rare moment of "old guard" vs. "new guard" celebrity tension.
From 2015 to the 2025 "Polar Plunge" Photos
Fast forward to right now. Justin is 31, a father to Jack Blues, and his relationship with his body—and the camera—has shifted. He isn't just the polished model for a high-fashion brand anymore. He's moved into a phase of "raw" social media presence.
👉 See also: Old pics of Lady Gaga: Why we’re still obsessed with Stefani Germanotta
In early 2025, Justin uploaded a series of photos that fans quickly dubbed the "modern justin bieber underwear photo." These weren't shot in a New York studio with a million-dollar lighting rig. They were taken during a winter getaway. He was lounging in a wooden chair, surrounded by snow and a running stream, wearing nothing but soaking wet white boxers and combat boots.
It was a total thirst trap, sure. But it felt different.
The 2025 photos were "dripping wet" and semi-transparent, showing a level of comfort with his body that 20-year-old Justin probably didn't have. He wasn't trying to look like a statue. He just looked like a guy who took a cold dip in a river and happened to have 290 million followers watching.
Breaking Down the Evolution of the "Bieber Look"
It's kinda wild to compare the eras. In 2015, the focus was on the "package" and the gym-honed abs. In 2020, for the "Deal With It" campaign shot by Bardia Zeinali, he appeared alongside Lil Nas X and Kendall Jenner, leaning into a more "unapologetic" and relaxed vibe. By 2025 and 2026, he’s mostly seen in his wife Hailey Bieber’s Rhode campaigns or candid Instagram dumps.
✨ Don't miss: Brad Pitt and Angelina Jolie: What Really Happened Behind the Scenes in 2026
| Feature | 2015 CK Campaign | 2025 Winter Photos |
|---|---|---|
| Vibe | High-fashion, edited, "The New Marky Mark" | Raw, outdoor, "Polar Plunge" |
| Grooming | Perfectly quiffed blond hair | Natural, sometimes disheveled |
| Controversy | Photoshop accusations and legal threats | See-through fabric and "thirst trap" tags |
| Platform | Billboards and Vogue | Personal Instagram Stories |
The Impact on Male Body Image
We talk a lot about how airbrushing affects women, but the justin bieber underwear photo saga proved men are under the same microscope. When the fake "unretouched" photo went viral, the mockery was relentless. It showed that even one of the most famous men on earth wasn't "man enough" for some critics unless he met a specific muscular standard.
Melisa Goldie, the then-CMO of Calvin Klein, stood by Justin, praising his energy. The brand knew what they were doing. They weren't just selling underwear; they were selling the conversation about the underwear. Even if people were arguing about whether his abs were real, they were still looking at the logo on the waistband.
How to Navigate the "Bieber Aesthetic" Today
If you’re looking at these photos as inspiration for your own fitness or style, there are a few takeaways that don't involve a lawsuit or a Photoshop subscription.
- Confidence over Perfection: The 2015 shoot was about being "perfect," but the photos that get the most engagement now are the ones where Justin looks like he doesn't care.
- The Underwear Choice: Notice how he almost always sticks to the classic white boxer brief? It’s a staple for a reason. It provides a high-contrast look against skin, especially if you have tattoos.
- Tattoo Placement: Justin’s photos changed how people view "body suits." His ink is integrated into his physique, making the photos feel like art rather than just a guy in his skivvies.
Whether you think the 2015 ads were too polished or you prefer the 2025 "river" shots, there's no denying the power of a single justin bieber underwear photo to shift the cultural needle. He went from a kid in a hoodie to a global sex symbol, and he did it while the whole world was trying to zoom in on his waistline.
The best way to appreciate the history of these campaigns is to look at the photography itself. Mert and Marcus are legends for a reason—they created an image that people are still talking about a decade later. For anyone interested in the intersection of celebrity and marketing, it's the gold standard. To stay updated on Justin's latest style moves, your best bet is following his official Instagram, as he’s moved away from traditional print ads toward direct-to-fan content.