Key Takeaways:
- Calvin Klein’s Summer 2025 campaign stars actor Cooper Koch, showcasing the brand’s Icon Cotton Stretch underwear and staple denim.
- Koch revealed the physically demanding shoot included all-day workouts to stay "pumped-up," paired with a Madonna playlist and water effects for dynamic energy.
- The campaign builds on a successful influencer strategy, following Jeremy Allen White, Michael B. Jordan, and Bad Bunny.
Warning: May cause sudden dry mouth.
Cooper Koch, known for his breakout role in "Monsters: The Lyle and Erik Menendez Story," is the new face of Calvin Klein’s Summer 2025 campaign.
The Golden Globe-nominated actor showcases the brand's Icon Cotton Stretch underwear and classic denim in a striking visual series captured by photographer Mert Alas.
The campaign is unmistakably Calvin Klein: minimal, sensual, and image-driven.
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Koch appears in signature white tanks, low-rise briefs, and oversized jeans, all shot against a backdrop designed to highlight the body and the brand equally.
The visuals aim to reflect “Calvin Klein’s enduring legacy of confidence and sensuality,” according to the label’s press release.
During Koch's recent interview with Esquire, Koch revealed the campaign shoot was both “fun” and “exhausting.”
He also revealed that he worked with an on-set trainer to maintain muscle tone throughout the day.
“I was lifting weights and doing push-ups and working out the entire day to stay pumped-up,” he said.
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Music also helped set the tone.
“[T]hey were playing Madonna the whole time, which was awesome,” Koch told Esquire.
“At a certain point, there was water that came into play, so then all of a sudden, I was soaking wet, which woke me up. It was just constantly changing environments and changing setups.”
Casting Koch strengthens Calvin Klein’s long-standing brand identity as one that merges cultural relevance with quiet provocation.
His rising star power and grounded charm give the campaign a fresh edge that can resonate with both loyal fans and new audiences.
For brand strategy agencies, this campaign is a great example of how aligning with emerging talent can refresh legacy branding without losing its core identity.
Scoop Today, Smolder Tomorrow
Koch’s Calvin Klein debut comes on the heels of a sudden career shift.
Less than a year ago, the actor was still balancing yoga classes and scooping ice cream before landing the Erik Menendez role that earned him critical acclaim.
His rapid rise has placed him among an elite group of modern Calvin Klein ambassadors, including Jeremy Allen White, Idris Elba, Michael B. Jordan, and Bad Bunny.
Bad Bunny’s Calvin Klein posters drove $8.4 million in media impact value in under 48 hours, according to a March report from Launchmetrics shared with WWD.
This proves the campaign potential for high-engagement celebrity placements.
Calvin Klein continues to position rising stars like Koch to reach a younger, global consumer base through intimate, high-aesthetic campaigns.
Koch, who describes his off-duty wardrobe as rooted in comfort, favoring sweatpants and hoodies, shared that denim remains a staple.
He still wears jeans from the "Monsters" set, a nod to the series’ 1980s styling.
“They honestly make my butt look really good,” he said, adding that the fit speaks to that era’s flattering cuts.
Despite the campaign’s bold visuals, Koch emphasized a grounded sense of self.
“[I]f you can just look at yourself in the mirror and say that you love yourself and be kind, then I think that makes a huge difference,” he shared with Esquire.
As he looks ahead, Koch is reading scripts, taking meetings with directors, and adjusting to his new public profile.
His Calvin Klein debut is a momentous career pivot into mainstream pop culture.
Meanwhile, actor Alexander Skarsgård also starred in the legacy brand's fall collection last year.
