The photo presented something new: a marketing campaign that would appeal to both men and women. According to Diana Edkins, in an interview with American Photographer, the photo “ made men the focal point of sexual attention for the first time, they were sold as sexual objects, not breadwinners or authority figures. Front and centre of the photo is Hintnaus’ Calvin Klein underwear. In their first campaign, Olympic athlete Tom Hintnaus lies back against a wall, his bronzed body glowing in his sun. Yes, women traditionally bought men’s undergarments – but that didn’t have to be the case forever. With a fresh, timeless product, and simple, clever ad campaigns with provocative imagery, Calvin Klein single-handedly changed the game by flexing the established rules of men’s underwear marketing. ” But this kind of advertising soon seemed reductive compared with Calvin Klein’s fresh take on producing and marketing their undergarments. Advertising campaigns for men’s underwear were designed to appeal to women, since it was wives and girlfriends and mothers who actually bought the products.Īn advertisement for Wolsey from the 1970s reads, “ It’s amazing how little it takes to change a man. From bland white Y-fronts to baggy boxer shorts, there were a range of styles on the market, but few remain popular today. Often imitated, never bettered, the undisputed champion of the undies since their first collection launched in 1982.Īlthough already a big name in fashion, thanks to the success of their womenswear collections and designer jeans in the 1970s, it was the launch of their underwear lines that made Calvin Klein Inc one of the most successful designers in fashion history – and ensured the apparel brand will forever be associated with competing fashion brand designer intimates.īefore the 1980s, for men, underpants was all about practicality. No fashion house has a more enduring tie with underwear than Calvin Klein. Kate Moss & Marky Mark: The Ultimate 90s Duo.

Calvin klein boxer briefs models