Calvin Klein Studio has just debuted a brand-new campaign, once again starring Jeremy Allen White.
The Winter 2024 Collection marks "The Bear" heartthrob's third collaboration with the brand, following two high-profile viral campaigns that quickly became a hit with fans across the globe.
Dubbed "a new wardrobe" crafted with premium materials, the collection features classic, tailored silhouettes and an emphasis on sleek, understated styles.
Shot by Stuart Winecoff, whose list of collaborators includes Troye Sivan and Billie Eilish, the campaign captures White in a more laid-back home setting, turning down the heat just a little bit from the star's last two shoots.
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The campaign is expected to run across OOH, social media, and in-store.
Bringing back White for a third time underscores Calvin Klein's understanding of the star's massive appeal and synergy with the brand.
The campaign is proof of how expert branding executions can help businesses withstand the test of time and continue to remain relevant.
Sticking with what works can be a safe and effective brand marketing strategy that lessens risk while giving fans what they want.
Guess Who's Back
A 35-second spot puts Jeremy in three different domestic settings, positioning Calvin Klein Studio as comfortable yet elegant, fit for all occasions.
Opening in a living room, the star puts on a record and dances freely to funky music in a white button-down and pleated wool trousers. He then steps into the kitchen to prepare a light snack.
Changing into a minimal white tank top and straight-fit blue jeans, he opens up the cupboard and whips out a knife, beginning a quick "The Bear"-esque cooking montage that hilariously results in a peanut butter & jelly sandwich with the crusts cut off.
Finally, he steps into a lounge, trading in the sexy boxer briefs from his last campaign for cashmere and sweatpants to cozy up to the fire.
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Picking up a telephone, he puts his ear to the receiver as he lazily stretches across the floor, leaning his head back on a seat.
Oozing elegance and effortless charm, the star ends the spot with a final spectacular dance move.
Calvin Klein's new campaign marks the start of its Winter 2024 rollout. Back in the Fall, the brand released four iconic spots featuring stars like Greta Lee and Alexander Skarsgård.
Last season's efforts culminated in a retro-cool campaign starring the beloved K-pop girl group NewJeans.
