Calvin Klein has launched a second advertising campaign starring actor Jeremy Allen White.
The new installment was released Tuesday and features White in underwear and denim from the brand’s fall 2024 collection, according to a news release.
In the ads, White wears ’90s straight, slim fit and standard straight denim styles, as well as a ’90s trucker jacket, monogram logo T-shirt and sunglasses. The campaign was shot and directed by Mert Alas, and it will be rolled out throughout the week on Calvin Klein’s social media, per the release.
The multimedia campaign includes a video featuring the song “Crimson and Clover” by The Shacks, and shows White poolside and playing with a dog.
The new campaign is a follow-up to White’s first series of ads with the brand, which were released in January.
While the Calvin Klein brand is known for its celebrity-filled ads, the initial campaign with White was unique in the amount of attention it drew. By holding company PVH Corp.’s metrics, that campaign generated about $74 million in social media impressions.
In April, PVH CEO Stefan Larsson said the Calvin Klein brand drove “more consumer engagement than at any other time in the history of the brand,” which he attributed to media campaigns, including the one starring White. During the first week of the campaign’s launch, underwear sales for the brand jumped 30% year over year.
In addition to these campaigns, White has also been outfitted in the brand at several high-profile events, including the Golden Globes, where he received accolades for his work on the FX on Hulu series “The Bear.” He also wore the brand to the series’ season three premiere in Los Angeles.
PVH, which also owns Tommy Hilfiger, has been embarking on a years-long strategy meant to boost the value and desirability of its brands and promote consumer loyalty. Part of that plan included the divestment of some of its assets and naming new executives. In May, Calvin Klein announced it was relaunching Collection after a five year hiatus. It appointed Veronica Leoni as creative director, and her first line will debut in fall 2025.
PVH is set to release its second quarter earnings Tuesday after market close. Last quarter, it saw revenue decline 10% to $1.95 billion.
