{"id":117945,"date":"2026-03-10T13:16:52","date_gmt":"2026-03-10T13:16:52","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/03\/10\/dakota-johnson-enters-calvin-kleins-advertising-canon\/"},"modified":"2026-03-10T13:18:00","modified_gmt":"2026-03-10T13:18:00","slug":"dakota-johnson-enters-calvin-kleins-advertising-canon","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/03\/10\/dakota-johnson-enters-calvin-kleins-advertising-canon\/","title":{"rendered":"Dakota Johnson Enters Calvin Klein\u2019s Advertising Canon"},"content":{"rendered":"

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From Kate Moss\u2019s 90s billboards<\/a> to Bad Bunny in cotton stretch briefs,<\/a> Calvin Klein (CK)\u2019s promoting corridor of fame is outlined by two issues: massive stars and provocative imagery.<\/p>\n

Its Spring 2026 marketing campaign leans again on this time-tested system, displaying a day within the lifetime of Dakota Johnson.<\/p>\n

The marketing campaign, directed and photographed by Gordon von Steiner, opens with the actress at house sporting CK underwear, discussing a script with an off-camera visitor. Dakota is then proven enjoying pool topless whereas sporting a CK thong, lounging by the pool, protecting her breasts with gadgets like pomegranates and milk jugs, and perched on high of a piano sporting simply denims. <\/p>\n

The minute-long spot is soundtracked by the 1972 observe \u201cLengthy Cool Girl (In a Black Gown)\u201d by The Hollies. It\u2019s accompanied by photographs displaying Johnson in the identical situations. <\/p>\n

In a press launch, CK stated the push was designed to \u201cnavigate between refined sensuality and cheeky humor, eradicating extra to deal with\u00a0Calvin\u00a0Klein\u2019s newest denim suits and underwear improvements.\u201d<\/p>\n

The promotion launched globally on March 9\u00a0throughout\u00a0CK\u00a0retail websites,\u00a0its web site, and on\u00a0social platforms. It’s going to additionally run throughout in high-profile out-of-home placements, stated the model.<\/p>\n

\u201cCalvin\u00a0Klein\u00a0denims and underwear have a timeless high quality that makes every thing really feel proper the second you set them on. When a girl is alone at house, working, studying or doing no matter, it may possibly really feel fairly liberating and sensual,\u201d Fifty Shades of Gray actor Johnson stated in a press release.<\/p>\n

She added: \u201cChannelling that, and pairing that power with\u00a0Calvin\u00a0Klein\u2019s\u00a0iconography, felt each singular and basic. I like that this marketing campaign celebrates being snug, free and horny by yourself phrases. Typically, a girl simply being is the sexiest factor.<\/p>\n

Celebs and their Calvins<\/strong><\/h4>\n

New York label CK is understood for its controversial, sexually suggestive photoshoots. <\/p>\n

It first introduced this fashion of marketing campaign market in 1980 with a marketing campaign starring then-15-year-old mannequin Brooke Shields, who recited the tagline: \u201cYou wish to know what comes between me and my Calvins? Nothing.\u201d<\/p>\n

Since then, celebrities together with BTS\u2019 Jung Kook, Rosal\u00eda, Bad Bunny,<\/a> Kate Moss, Mark Wahlberg, and Kendall Jenner have fronted comparable advertisements.<\/p>\n

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In 2024, The Bear star Jeremy Allen White\u00a0posed in his Calvins, whereas musician FKA Twigs additionally fronted a 2023 underwear campaign<\/a>. The latter was banned in some markets, igniting controversy and a dialogue about double requirements in acceptable advertising and marketing.<\/p>\n

CK\u2019s 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 \u201cinto essentially the most fascinating life-style manufacturers on the earth.\u201d<\/p>\n

Promoting by the male gaze<\/strong><\/h4>\n

CK\u2019s suggestive Johnson advert follows a debate across the return of the \u201cmale gaze\u201d in promoting.<\/p>\n

The final yr has seen some U.S. manufacturers make a controversial return to sexualized advertising and marketing catered\u00a0to males, which was an business norm till the mid-2000s, perpetuated by advertisers starting from Abercrombie & Fitch to GoDaddy<\/a>.<\/p>\n

Examples embrace Dr. Squatch, which encouraged 1 million people to enter a competition to win bars of soap made from actor Sydney Sweeney\u2019s bathwater<\/a>, and American Eagle, which ran advertisements specializing in Sweeney\u2019s particular person physique elements and confirmed her performing for an unknown digital camera man.<\/p>\n

Extra not too long ago, Carl\u2019s Jr. revived<\/a> \u201cI Love Paris,\u201d its unique Paris Hilton\u2013fronted automobile wash marketing campaign that made headlines and sparked calls for censorship in 2005<\/a>.<\/p>\n<\/div>\n