The streets have been filled with Calvin Klein promotional posters these past few days. But it’s not the brand itself that’s really caught our attention. The star of this spring campaign’s “Icon Cotton Stretch” spots is someone known worldwide: Bad Bunny.
We weren’t expecting this collaboration between Calvin Klein and the famous Puerto Rican. The brand itself has described it as “iconic from every angle.” These aren’t just photos; the artist poses in a variety of underwear from the brand’s men’s collection. With his torso bare, he’s revealed his very well-formed body and the wide variety of tattoos that stand out on his body. After the release of his latest album, the artist’s rise continues at an all-time high. The campaign’s reception has been a mix of excitement and admiration, with the most loyal (and not so loyal) fans captivated after seeing the body of Calvin Klein’s new star.
The first Puerto Rican to collaborate with the brand did so with photographer Mario Sorrenti. Bad Bunny’s own happiness was palpable after the campaign was released. He expressed this in a statement released by Calvin Klein: “I am excited and grateful for the opportunity to be part of this brand’s iconic campaign, and being able to film it in Puerto Rico made it that much more special and genuine.”
But one question remains, and it’s still too early to answer: Will the public be left with the image of a half-dressed Bad Bunny, or will the marketing effect really kick in and increase sales of the new collection? In campaigns like this, the chances of the brand’s identity being lost in the face of a hugely popular character are quite high. But if we analyze some of the more than 40 campaigns Calvin Klein has already created, most have been successful. From models like Kate Moss and Kendall Jenner, to singers like Justin Bieber, and even actors like Jacob Elordi and Jeremy Allen White.
Impact on social media
The Latin star also wanted to make a splash on social media, where he posted some images from the photo shoot. As expected, the posts racked up millions of likes and comments in a matter of hours, sparking a global conversation about the collaboration. The Bad Bunny phenomenon continues to grow, and his participation in this campaign could open the doors to new collaborations in the fashion industry. It wouldn’t be unreasonable to imagine the artist launching his own clothing line in the future or even partnering with other luxury brands.
As time goes on, we’ll see if the impact of this campaign transcends the initial euphoria and manages to establish itself as a strategic move in the evolution of Calvin Klein. For now, the only thing certain is that this collaboration has generated impressive media buzz and that, once again, Bad Bunny has proven his influence knows no bounds.
Without a doubt, the combination of a legendary brand and a revolutionary artist has been a success, reinforcing the power of pop culture in fashion. Calvin Klein reinvents itself with each generation, and this campaign with Bad Bunny could mark a turning point in the way brands connect with young audiences. Time will tell if this gamble has paid off, but for now, the impact is undeniable.
By Covadonga Organero Castrillo
