In 2024, The Bear star Jeremy Allen White posed in his Calvins, whereas musician FKA Twigs additionally fronted a 2023 underwear campaign. The latter was banned in some markets, igniting controversy and a dialogue about double requirements in acceptable advertising and marketing.
CK’s newest marketing campaign comes as its guardian group, PVH, hit $2.3 billion in revenues within the three months to December 2025. Throughout its investor replace, chief monetary officer (CFO) Zac Coughlin stated the enterprise was persevering with on its journey to make CK and its sister model Tommy Hilfiger “into essentially the most fascinating life-style manufacturers on the earth.”
Promoting by the male gaze
CK’s suggestive Johnson advert follows a debate across the return of the “male gaze” in promoting.
The final yr has seen some U.S. manufacturers make a controversial return to sexualized advertising and marketing catered to males, which was an business norm till the mid-2000s, perpetuated by advertisers starting from Abercrombie & Fitch to GoDaddy.
Examples embrace Dr. Squatch, which encouraged 1 million people to enter a competition to win bars of soap made from actor Sydney Sweeney’s bathwater, and American Eagle, which ran advertisements specializing in Sweeney’s particular person physique elements and confirmed her performing for an unknown digital camera man.
Extra not too long ago, Carl’s Jr. revived “I Love Paris,” its unique Paris Hilton–fronted automobile wash marketing campaign that made headlines and sparked calls for censorship in 2005.
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