Calvin Klein has struck advertising gold once more. The model’s newest underwear marketing campaign that includes worldwide music sensation Unhealthy Bunny generated $8.4 million in media affect worth in lower than 48 hours, based on a brand new report from Launchmetrics. (MIV is a proprietary metric that assigns an precise financial worth to advertising methods throughout print, on-line and social media to calculate return on funding.)
Launched final Monday, the marketing campaign shot by photographer Mario Sorrenti featured the Puerto Rican singer carrying Calvin Klein’s new Icon cotton stretch underwear. Throughout Instagram and TikTok, the marketing campaign garnered greater than 3.7 million likes, whereas its movies gathered greater than 56 million views.
Unhealthy Bunny for Calvin Klein.
Courtesy of Calvin Klein / Mario Sorrenti
“This has been within the works for a while now, seeing it lastly come to life has been gratifying,” Bunny mentioned in an announcement launched with the marketing campaign. “I’m excited and grateful for the chance to be a part of this model’s iconic marketing campaign, and attending to shoot it in Puerto Rico made it that rather more particular and real.”
With 90 billion streams on Spotify and 47 million followers on Instagram, Bunny’s likability has been borrowed by different trend manufacturers earlier than. The singer has starred in a number of Jacquemus campaigns, collaborated with Adidas on signature sneakers, and posed with Kendall Jenner for Gucci Valigeria’s 2024 advert. In 2024, Bunny was one of many top-searched company on the Met Gala, incomes Maison Margiela $9 million in MIV along with his outfit.
Unhealthy Bunny for Calvin Klein.
Courtesy of Calvin Klein / Mario Sorrenti
Calvin Klein has a protracted historical past of movie star partnerships that dates again to the Eighties when the model enlisted a 15-year-old Brooke Shields to star in its denim commercials. Within the Nineteen Nineties, Mark Wahlberg secured his “intercourse image” standing along with his Calvin Klein underwear marketing campaign. The custom has been saved alive by means of the years with advertisements that includes Kendall Jenner, Lily Collins, Justin Bieber and others.
For the previous couple of years, Calvin Klein’s movie star technique has been getting a lift from social media. In August 2023, the model went viral with its Jungkook marketing campaign for Calvin Klein Denims, which earned $13.4 million in MIV in 48 hours. In January 2024, the style retailer triumphed once more with its Jeremy Allen White underwear marketing campaign, producing 12.7 million in MIV.
Unhealthy Bunny for Calvin Klein.
Courtesy of Calvin Klein / Mario Sorrenti
The PVH Corp.-owned label returned to the runway in New York throughout Vogue Week in February after a six-and-a-half-year hiatus. The runway present marked the debut of the model’s new designer, Veronica Leoni, whose first assortment might be launched at retail this fall.
