Can lightning strike twice?
Jeremy Allen White, the actor best known for his Emmy Award-winning role as chef Carmen “Carmy” Berzatto in the comedy-drama series “The Bear,” has returned for his second Calvin Klein denim and underwear campaign.
White’s appearance in Klein’s spring 2024 campaign, which featured the 33-year-old actor stripped down to his Calvin Klein underwear, quickly went viral on social media after its release last January.
Directed and photographed once again by Mert Alas, the fall 2024 campaign shows White channeling classic Americana and nonchalant cool. Captured sundrenched and poolside, White wears Calvin Klein underwear and denim, styled by Emmanuelle Alt. The campaign’s video is set to “Crimson and Clover” by The Shacks.
“Calvin Klein’s aesthetic has always been timeless, and it was great to be back with them and the entire creative team for this new campaign,” White said.
Jeremy Allen White in Calvin Klein denim campaign.
Mert Alas, courtesy of Calvin Klein
White’s first ads for the brand, released Jan. 4, generated $12.7 million in media impact value for Calvin Klein in less than 48 hours, according to Launchmetrics. White’s name was one of the most talked about topics on X (formerly known as Twitter) on Jan. 5, and the brand’s first video promoting the campaign on TikTok drummed up 4.5 million views within the first several days.
In the new campaign, White wears Calvin Klein’s fall 2024 underwear and denim styles in modern new fits. The 90s Straight, Slim Fit and Standard Straight Jeans’ silhouettes offer the base for denim-on-denim styling with the 90s Trucker Jacket, or “a casual rockstar-off-duty look” with the Monogram Logo T-shirt, according to the company. Underneath are Modern Cotton Air and Cotton Classic underwear, complemented by new Calvin Klein sunglasses.
The campaign launches globally Tuesday. Content featuring White will run on Calvin Klein social channels throughout the week and will appear on high-impact out-of-home placements around the globe. Ads will roll out throughout the season.