The Duality of Calvin Klein And Whether Sexy Still Sells

Calvin Klein has mastered both sexy and simple. But which one matters more?

Calvin Klein has had quite the year. In February, the brand returned to the runway and to the New York Fashion Week calendar after a six-and-a-half-year hiatus. The looks were designed by Calvin Klein Collection’s first-ever female creative director, Veronica Leoni. This was a pretty big moment for both the brand and the industry, and the fashion world was watching.

Not too long after, Calvin Klein had another big moment. The brand dropped a muy sexy campaign featuring Puerto Rican artist Bad Bunny, arguably one of the most famous and important musicians today. Set to the tune of one of his latest hits, Bad Bunny showed off Calvin Klein’s iconic briefs in the brand’s signature, provocative, so-good-you-can’t-look-away way.

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Both the runway return and Bad Bunny campaign drew quite a bit of attention for Calvin Klein. Leoni’s debut collection was applauded by critics, with Harper’s Bazaar calling it “a promising start for a fresh new era”. Bad Bunny’s Instagram post flashing Calvin’s underwear gathered over 5 million likes, and fans—myself included—flocked to NYC’s East Houston Street to see it in its billboard glory.

Within the span of two months, Calvin Klein did two big things. However, these two moments felt and looked a bit…disconnected.