Calvin Klein is doubling down on ambassador Jeremy Allen White with another campaign. The Mert Alas-lensed videos show White climbing out of a pool, playing with a dog, doing sit-ups and letting a glass of water spill down his torso in Calvin Klein jeans, a denim vest and underwear. More content featuring White will be rolled out across social media and outdoor advertising spaces over the next week.
Tapping the actor in January — just before he took home a Golden Globe Award for Best Actor in a TV Series, Musical or Comedy for his role in “The Bear” — generated a massive amount of buzz for the brand, and boosted underwear sales 30 percent year-over-year in the week after it launched.
It comes at a challenging time for Calvin Klein-parent PVH Corp. On its first quarter 2024 earnings call in June parent company PVH Corp. reaffirmed its earlier estimate of a 6 percent to 7 percent sales decline in 2024. PVH is set to report second quarter earnings after the market closes today.
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Calvin Klein Returns to the Runway
Quira founder Veronica Leoni has been named creative director of the PVH-owned brand’s “Collection” line, which was shuttered in 2018.
