We all know and love the Calvin Klein campaign style: black-and-white portraits, models blending in with the background, and eye-catching Calvin Klein underwear. The photography style has become so synonymous with the brand that most consumers can think of their favorite celebrity sporting their Calvins in black-and-white portraiture. For the newest edition of their “Calvins or Nothing” series, the classic brand brings a new demographic to this lens: athletes. Top-notch soccer players from around the world descend upon the Calvin Klein studios, making it a memorable installment of the campaign. 

That classic portraiture style comes from photographer Alasdair McLellan, who came to perfect the Calvin Klein image campaign. McLellan has worked with Calvin Klein several times throughout the past, including with the last edition of “Calvins or Nothing.” That installment included big names from the worlds of television and sports, featuring Stranger Things star Maya Hawke and soccer player Romelu Lukaku. 

For this edition, the “Calvins or Nothing” series narrows in on soccer as its celebrity lens. Featured in the collection is a litany of soccer field magnates, including Trent Alexander-Arnold, Antonee Robinson, Kai Havertz, Richarlison, and Virgil Van Dijk. These stars of the field are pictured in brooding black-and-white, sporting a variety of Calvin Klein underwear styles. The images sing for themselves, bringing some athleticism and power to the brand image. 

Calvin Klein has perfected the art of a public image campaign. With a classic style that so singularly represents the brand, and with celebrities filtering in and out of their frame, almost every Calvin Klein spread dominates the cultural consciousness. It’s a masterclass in marketing and the creation of a public face. The “Calvins or Nothing” series, like almost all of the Calvin Klein campaigns, further cements the company’s talent and artistry in the minds of the masses.