History of bold and provocative lingerie Calvin Klein
With scandalous sexy posters, everything can be sold well, the best example of this is the success of Calvin Klein and the iconic lingerie. Because of them, a classically elegant, clean fashion house changed profiles, and as a result, they wrote a fashion history that was unprecedented in the 1990s. And not very much since then.
Calvin Klein was born as a Jewish child of Austrian-Hungarian parents in New York in Bronx, and his talent for fashion and art has been shown early enough. He also went to such schools and worked for small or larger brands and shops after graduating from the university until he was wrapped. At first, he made elegant coats for the top ten thousand members, but they loved that he had started designing all kinds of male and women's clothes.
For decades, he had a great deal of respect (even called the modern Yves Saint Laurent), but the brand was still touched by the wind of bankruptcy-just like Halston, who could not adapt to a For modern changes in fashion industry. But Calvin Klein was forced to switch, and no matter what! The '80s' crazy sex boom was also rode by ancestor and created a sexy fragrance and lingerie appendix with the CK metal alarm that we still mention. Why? Now we'll betray it!
Bold beginnings
At first, Calvin Klein was reluctant to « defile » the brand's name – but the great gentleman. When it was really doubtful whether he could keep the brand at all, the designer decided to take drastic steps. In order to increase the revenue and profitability of his empire, he has created cheaper apple brands that can be closely related to the Calvin Klein brand, but can still be distinguished.
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This was also the case with the introduction of Calvin Klein Jeans '' 78, which made designer jeans never expected popularity-and hoped that this would happen to other categories of products. CK scents, sportswear and lingerie exploded from one moment to the fashion market in the early '80s. Following his original dashion, Calvin Klein thought that
Underwear is the sexiest when it serves as a minimalist frame for the wearing body.
That is why he grabbed himself and chose Tom Hintnaus, an American-Brazil pole vault as the first CK lingerie, whose physical perfection and sculpture, and his untouchability, had no doubt. The advertisement could be seen on the Times Square Billboard, bus stops and magazines.
Women loved it, and the men were envious of the posters. There was no man who had not dreamed of a lingerie that had a rubber waist and a logo jersey material. Until then, the lingerie logo border was unknown to people, but then everyone suddenly knew about it. And moreover, everyone wanted it. In the world so far, it was somehow unimaginable to see more lingerie than to be under the dress. But Calvins was different.
People wanted Calvins to see the logo. Therefore, it doesn't matter if you get out, if you pay attention or just look for a moment. And this was also evident in financial data: the Bloomingdale's American business chain, which sells lingerie, sold $ 4 million in CK men's albums in the first year – and then it's just a lingerie.
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Huge was crazy about the first ck under lingerie, which is mainly due to the designer understood: it is not about the dress itself fashion brandsbut the provocation that can be achieved by introducing and bringing new features in this profession. The first one takes everything.
The iconic CK underwear
In 1990, Calvin Klein, a John Varvatos, realized this in 1990, who, as a huge pioneer, designed a special male underwear that no one else was. It was a undercarriage that mixed the traditional classic « panties/swallow » styles with the broad and loose boxers. It is a shape -like, extended boxers that give men with stable posture, safety and comfort.
By the way, they have not yet been invented, even in 2025, this is the most popular male sword-but no one planned before Calvin Klein. There were swallows and broad boxers, but no one remembered that the two could be mixed. Later, the CK boxers were so successful that the designer figured out what if they were sold not one by one, but in a triple, in transparent small boxes?
So even as a gift, it is excellent elections, especially since wives, girlfriends and mothers can buy them for their loved ones. This pull has come to the brand, and since then there is almost no lingerie brand who would not sell the most sought after bestseller products in boxes. Of course, a female version was released next to the man and had a big plan for the brand to promote them in the same packaging.
« If you have a goose, it should be fat » on the basis of Marky Marky and the funky bunch hip-hop team, Mark Wahlberg, to promote the underwear. Of course, not alone, since one lingerie Advertising will be truly percussive if both genders are present in advertising: so the then -starting model was also asked to campaign, who was only at the end of his teen years.
He was still a minor in America, so he caused a big burst when he stroked him shirtless in a brain and CK jeans Mark Wahlberg he knocked out his body. And he even tossed a shovel that Mark was rapping about losing his virginity and keeping his pants. And the longer the Calvins stays, the more secure the defense against AIDS – which is a bold statement. No wonder advertising has caused an amazing scandal for over thirty years, especially by pushing the American people everywhere.
Release of conventions
The many negative and contradictory criticism has escaped until the brand added another shovel: Calvin Klein launched the world's first Unisex perfume, CK One, which both men and women could use. Although such a perfume is no longer exaggerating today, there is almost no news value for such a scent, but it was a big number back then. This is the perfume He also showed that women and men are equal, gender boundaries are blurred, binary – as well as in the scandalous lingerie advertisement.
He washed off the social and gender boundaries, offered liberation from conventions and status quo, and tried to re -establish social and social power relations. With less or more success, as Calvin Klein has been challenged and sued many times to violate the rules-but this does not matter, at least it is negligible compared to what this brand did for fashion.
We owe him a lot of everything: modern -day lingerie, provocation, boldness, self -confidence, self -confidence – And of course, you don't have to surrender to anyone you don't want. Calvin Klein thought so, so in 2003 he decided not to fight: he would retire and enjoy a beautiful life while global fashion companies took control of his company.
We might think that the brand has lost its charm, though this is not true: if you are lingerie, Calvin Klein is definitely in the top three brands that you can always count on. According to Selfridges, every Christmas is still a pack of Calvin Klein triple pants that women have always been buying as a gift for twenty -five years. And two years ago sales were over $ 9 trillion.
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The favorite of the biggest
All of this shows that the brand continues to encourage people to trust themselves and dare to show themselves. Rebell if we feel like it is just as the brand did in the beginning. This is, of course Kendall Jenner As a relief in CK lingerie, sometimes Aaron Taylor-Johson or Michael B. Jordan illustrates how good it is in Calvin Klein boxers.
We have already seen Justin Biebert and his wife, Hailey Biebert in CK lingerie, as did Shawn Mendest or Keelan Lutz, vampire of the twilight. The 2024 collection is advertised by Jeremy Allen White with spread legs and sexy watch-as his predecessors did. And the recipe for CK lingerie lies in this: not in special design, tailoring, but in simplicity, comfort, quality material and branding.
And of course, in the sexy celebrities, who are happy to show what's under their clothes. Therefore, one of the most popular and successful lingerie brands in the world is Calvin Klein.
