Calvin Klein has tapped one of the biggest stars of the year, Bad Bunny, to be the face of its Spring 2025 campaign. Shot by the legendary Mario Sorrenti, the campaign showcases the sensuality and unapologetic star power that the brand is known for, with Bad Bunny confidently rocking the brand’s new Icon Cotton Stretch underwear.
This collaboration is a major moment for the Puerto Rican artist, who has already had a standout year, taking a more stripped-back approach to his music. The campaign is no different, as it celebrates authenticity and confidence, values that align perfectly with Bunny’s personal and professional ethos. In fact, much like his approach to music, Bunny added his own stamp to the campaign by setting the video to “EoO,” a track from his latest album Debí Tirar Más Fotos. It’s a nod to his Puerto Rican heritage and further reinforces his mission to put his culture front and center on a global stage.
The campaign marks a new chapter for Calvin Klein, continuing the brand’s tradition of enlisting iconic figures like Mark Wahlberg, Justin Bieber, and Jeremy Allen White. This time, it’s all about Bad Bunny, who put in months of hard work to embody the brand’s rigorous physical standards. “I had a whole routine focused on my physique and getting into the best shape for this campaign,” Bunny shared with GQ. His dedication to getting in top shape included eating clean and training intensely, all while balancing the demands of promoting his album in New York City.
In addition to his role as the face of the campaign, Bunny’s energy and star power truly shine in the visuals. Shot on location in Puerto Rico, the campaign is as much about the place and its culture as it is about the product. Calvin Klein’s new Icon Cotton Stretch collection boasts enhanced comfort with features like a stitch-free Infinity Bond waistband, a supportive contour pouch, and shape retention. But with Bad Bunny in front of the camera, the collection’s true allure goes beyond its functionality—it’s about the effortless cool he exudes in every frame.
Bunny’s presence in this campaign is just another chapter in his ongoing rise to superstardom. He has continued to make waves across multiple platforms in 2025, including his show-stopping performance at SNL50, where he kept the spotlight firmly on Puerto Rican culture and music. It’s clear that for Bad Bunny, authenticity and connection to his roots are at the heart of everything he does.
The Calvin Klein Icon Cotton Stretch collection is now available on calvinklein.com, and with Bad Bunny front and center, it’s sure to be a hit for both fashion-forward shoppers and anyone looking for high-performance underwear with a dose of star power.
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