• by Sarah Mahoney  @mahoney_sarah, March 18, 2025

Bad Bunny, the world’s most-watched music star, is now the face (and body) of Calvin Klein’s latest underwear campaign -- a splashy play to win back relevance and revenue in the U.S.

Shot by fashion photographer Mario Sorrenti, the spring campaign echoes Calvin Klein’s long tradition of provocative star turns, with sultry video content and high-visibility out-of-home placements showing off the performer’s signature confidence and considerable star power.

What sets this campaign apart isn’t the creative treatment but the potential reach. Previous ambassadors like "The Bear"’s Jeremy Allen White, BTS’ Jung Kook, and Idris Elba have all turned heads. But in terms of global influence, Bad Bunny is on another level. He’s the most-watched artist on YouTube, racking up billions of views, and after three years atop Spotify’s global charts (2020–2022), he still ranks No. 3 behind Taylor Swift and The Weeknd. He also remains the No. 1 most-listened-to Latin artist worldwide.

The campaign video is set to his song “EoE,” and highlights Calvin Klein’s new Icon Cotton Stretch collection, which features an upgraded Infinity Bond waistband (stitched-free for comfort), a supportive contour pouch, and improved shape retention.

For PVH Corp., which owns Calvin Klein, the campaign arrives at a strategic moment. In its most recent quarter, Calvin Klein sales declined 3% to $993.9 million. In North America, revenue fell 9%, due in part to shifts in the company’s wholesale shipment calendar. But it also reflects a longer-term trend: Over the past 15 years, PVH’s U.S. revenue has fallen from 90% of its business to just 30% as it sold off smaller brands and invested heavily in global expansion of Calvin Klein and Tommy Hilfiger.

While those international gains have been strong, the company has struggled to maintain relevance with North American consumers. “PVH has failed to connect with North American consumers as well as some peers have,” noted Morningstar analyst David Swartz in a recent report.

The hope is that campaigns like this one can help reverse that trend.

In addition to his chart-topping appeal, the Puerto Rican artist brings cultural and fashion credibility. He co-chaired the Met Gala in 2023, is a vocal ally to LGBTQ+ fans, and frequently challenges gender norms -- sporting pink skirts, floral accessories, or denim overalls with equal ease. His fluid, fashion-forward style aligns with Calvin Klein’s ongoing effort to reassert itself as a youth-driven brand with cultural edge.