When fashion brand Calvin Klein launched its iconic campaign with Grammy Awardee Bad Bunny, within the first few hours it received millions of views on social media! What makes it so iconic?
From the iconic 1980 campaign starring fifteen-year-old Brooke Shields to the $500,000 campaign with Olympian pole vaulter Tom Hintnaus, supermodel Christy Turlington as the face of Eternity and waif-like Kate Moss transforming the perception of beauty when she became the face of Obsession… Some of the most iconic campaigns in fashion history are from Calvin Klein.
For Spring 2025, Calvin Klein introduces Puerto Rican singer Bad Bunny as the face of their Icon Cotton Stretch underwear. Shot by legendary lensman Mario Sorrenti, the campaign is all about sensuality and star wattage. Set to his hit song EoO, the Grammy Award winner owns the look in both black and white briefs, and tattoos, against a mirrored backdrop.
The Calvin Klein campaign with Bad Bunny is considered iconic because it features the superstar showcasing the brand’s new Icon Cotton Stretch underwear in a sensual way, amplified by his presence and global status. The campaign also celebrates his cultural influence and connection with his loyal fanbase, making it more than just a product advertisement – it is a cultural moment.
“What makes this campaign next level breakthrough is not just that Benito is one of the most talented artists of our time (with over 80 billion streams only on Spotify), and that it is shot by Mario Sorrenti… it is also featuring a completely new product introduction – the Icon Cotton Stretch,” explains Stefan Larsson, Chief Executive Officer at PVH Corp, on LinkedIn.
“This has been in the works for some time now, seeing it finally come to life has been gratifying,” Bad Bunny said in a statement. “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.”
The new Icon Cotton Stretch underwear introduces an innovative, smooth and stitch-free Infinity Bond waistband. Following the launch on CalvinKlein.com today, the fashion brand is rolling out additional content on its social media platforms throughout the week in addition to high-impact out of home placements.
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Who is Bad Bunny?
Benito Antonio Martínez Ocasio (Spanish), known professionally as “Bad Bunny”, is a Puerto Rican rapper, singer, songwriter, actor, record producer and professional wrestler. Referred to in the media as the “King of Latin Trap”, Bad Bunny is credited with helping Spanish-language rap music achieve mainstream popularity.
Born and raised in Vega Baja, Puerto Rico, Bad Bunny rose to prominence in 2016 with his song “Soy Peor”, which led to a recording contract with ‘Hear This Music’. He continued gaining traction with songs such as his feature on Cardi B’s “I Like It” alongside J Balvin and his top-ten single “Mía” (featuring Drake). Bad Bunny’s debut studio album, X 100pre (2018), peaked at number 10 on the US Billboard 200, while his collaborative album with J Balvin, Oasis (2019), reached number nine. His second solo album, YHLQMDLG (2020), became the highest-charting all-Spanish album to appear on the Billboard 200 at the time at number two, and was followed by the compilation album Las que no iban a salir (2020).
El Último Tour Del Mundo (2020), Bad Bunny’s third solo album, became the first all-Spanish language album to top the Billboard 200, while its lead single, “Dákiti”, reached the top ten of the Hot 100. His fourth solo album, Un Verano Sin Ti (2022), became the first Spanish-language album to be nominated for the Grammy Award for Album of the Year. He followed it with the Billboard 200 number-one albums Nadie Sabe Lo Que Va a Pasar Mañana (2023) and Debí Tirar Más Fotos (2025). His accolades include, three Grammy Awards, eleven Latin Grammy Awards, eight Billboard Music Awards, and thirteen Lo Nuestro Awards. He was crowned Artist of the Year by Billboard in 2022. As of April 2024, Bad Bunny has sold over seven million records worldwide.
Outside of music, he performs in professional wrestling. Bad Bunny began making appearances on WWE programming in 2021 and made his in-ring debut at WrestleMania 37. He is a one-time WWE 24/7 Champion and has wrestled at the 2022 Royal Rumble and the 2023 Backlash pay-per-view events. Bad Bunny has also starred in multiple films, including Bullet Train (2022), Cassandro (2023), Caught Stealing (2025), and Happy Gilmore 2 (2025).
Calvin Klein
Born and bred in The Bronx, Calvin Richard Klein launched his first company in 1968, a coat shop in Hotel York, when childhood friend Barry Schwartz gave him $10,000. He inked a deal with department store Bonwit Teller for his debut collection and soon Bergdorf Goodman and Saks took notice and placed orders. Calvin Klein Ltd. reportedly grossed a million dollars in its first year of business. Calvin Klein appeared on the cover of Vogue in September 1969 and there was no looking back.
Today Calvin Klein is one of the leading global fashion lifestyle brands with a history of bold, non-conformist ideals. The brand’s minimalist and sensual aesthetic encourages limitless self-expression. With global retail sales approximately $9 billion in 2023, its brands — CK Calvin Klein, Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Performance — are connected by the intention of elevating everyday essentials to iconic status. All products are underpinned by responsible design, high-quality construction, and the elimination of unnecessary details.
This expansion into body-confident shapewear solutions marks a significant move for Calvin Klein, extending its underwear expertise into a new, popular and growing market segment. The global shapewear market was estimated at $2.73 billion in 2024 and is expected to reach USD 3,538.3 million by 2028, per Grand View Research.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
