PVH just dropped its Q4 earnings, and while the numbers had Wall Street raising a glass (hello, 16.6% stock jump), it’s “Bad Bunny in his underwear” that’s got everyone talking.
The global megastar slipped into Calvin Klein’s new Icon Cotton Stretch briefs, and Instagram couldn’t look away, 29 million eyes in 48 hours, and nearly 100K new followers in a week. Call it a cultural reset, or just another day in the life of Benito.
“This campaign is about reinventing a hero product and connecting it to a breakthrough moment,” said CEO Stefan Larsson, in a quote that originally ran in *WWD*.
From retooling the fit (goodbye, stitching) to leaning into Calvin’s strongest category, men’s underwear, the campaign marks another move in Larsson’s PVH+ game plan to make iconic even more iconic. Jeremy Allen White walked so Bad Bunny could salsa.
Meanwhile, Tommy Hilfiger threw a dreamy island party in Canouan with It-kids Madelyn Cline and Patrick Schwarzenegger, racking up 160 million impressions in just 72 hours.
Retail may be in a funk, but PVH is pushing forward with bold moves and bigger vibes. The company is also buying back $500M worth of shares this year, so it’s not just about looking good in briefs; there’s a strategy under that waistband.
Photo: MARIO SORRENTI / CALVIN KLEIN
