Calvin Klein unveils new Spring 2025 campaign starring Bad Bunny
Calvin Klein today unveils the latest installment of its Spring 2025 campaign starring multi-platinum recording artist and 3x GRAMMY® Award-Winner Bad Bunny in his debut with the brand, styled in new Icon Cotton Stretch underwear.
In a campaign directed and shot by renowned photographer Mario Sorrenti, Bad Bunny is captured in an immersive world where sensuality sets the tone, amplifying by his powerful persona and superstar status. Across the visuals, including a campaign film set to his hit song ‘EoO,’ Bad Bunny is stripped back to his authentic self, his confidence on display from every angle in the latest Calvin Klein underwear.
“This has been in the works for some time now, seeing it finally come to life has been gratifying,” said Bad Bunny. “I’m excited and grateful for the opportunity to be part of this brand’s iconic campaign, and getting to shoot it in Puerto Rico made it that much more special and genuine.”
For Spring 2025, Calvin Klein introduces its latest innovation, Icon Cotton Stretch, updating the original designer underwear with maximum comfort and superior sensuality. New features and benefits include a stitch-free Infinity Bond waistband, a supportive contour pouch and enhanced shape retention for premium ease of wear. From briefs to trunks, new Icon Cotton Stretch underwear brings effortless style and comfort to any look.
The campaign launches today, March 18, on calvinklein.com. Content featuring Bad Bunny will pulse out on @calvinklein social channels throughout the week and appear on high-impact out-of-home placements around the globe. Icon Cotton Stretch is now available on calvinklein.com.
Campaign Credits:
Directed and photographed by Mario Sorrenti
Editorial Credits:
Calvin Klein
Social: @calvinklein
About Calvin Klein
Calvin Klein is one of the world’s leading global fashion lifestyle brands with a history of bold, non-conformist ideals that inform everything we do. Founded in New York in 1968, the brand’s minimalist and sensual aesthetic drives our approach to product design and communication, creating a canvas that offers the possibility of limitless self-expression.
The Calvin Klein brands – CK Calvin Klein, Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Performance – are connected by the intention and purpose of elevating everyday essentials to globally iconic status. Each of the brands has a distinct identity and position in the retail landscape, providing us the opportunity to market a range of universally appealing products to domestic and international consumers with a variety of needs.
Our products are underpinned by responsible design, high-quality construction, and the elimination of all unnecessary details. We strive for unique and dimensional pieces that continuously wear well and remain relevant season after season. Global retail sales of Calvin Klein products were approximately $9 billion in 2023.
SARKK was founded in 1998 with the aim of being the exclusive TOMMY HILFIGER distributor in Romania, Greece, Cyprus, Bulgaria, Albania, North Macedonia and Moldova. Since July 1, 2019, the company has also been appointed as the exclusive distributor for Calvin Klein in Greece, Romania, Cyprus, Bulgaria, Albania and North Macedonia.
The expansion of the companies is based on an omnichannel approach and the products of both brands are available in physical stores, through Shop In Shop partnerships, in Outlet stores, a wide network of wholesale customers, as well as on tommy.com.
Always aiming for organic and sustainable development, driven by CSR values, SARKK, with steady and confident steps, is one of the healthiest corporations in the industry and is expanding by captivating even the most demanding consumers.