The brand marks a new chapter in its ongoing evolution of sensual minimalism. Shot and directed by photographer Mert Alas, the campaign highlights Calvin Klein’s signature denim pieces alongside the newest addition, designed as a breathable, stitch-free base layer for summer.

Cooper Koch, a first-time Golden Globe nominee for his role in Monsters: The Lyle and Erik Menendez Story (as well as a VMAN cover star), embodies the brand’s modern take on effortless sensuality. In the campaign visuals, he wears Calvin Klein staples including the Baggy Jean, Cotton Classic Tank, and Classic Denim Shirt. At the center of the campaign is the Icon Cotton Stretch underwear, a reimagining of the brand’s signature silhouette, now updated with an Infinity Bond waistband.

Directed and photographer by Mert Alas

Framed by sun-bleached architecture and sculptural rooftops, Cooper lounges barefoot under a cloudless sky, the stark white backdrop casting clean shadows across his skin. Later, he’s captured mid-gaze in crisp black and white. The setting—minimal yet graphic—becomes part of the styling language, amplifying the fluid lines of the denim, the tactile weight of cotton, and the second-skin fit of the new Icon Cotton Stretch underwear.

It’s a tone the brand has perfected over decades, one that took center stage with the recent launch of the campaign on calvinklein.com, accompanied by a steady rollout of digital content across @calvinklein social platforms throughout the week.

Directed and photographer by Mert Alas