CALVINS OR NOTHING.
2022
How do you reaffirm Calvin Klein's authority in the designer underwear market? Simply remind people there's only one real choice. Concepted, written and creative directed by Feel, "Calvins or nothing." distills this message to its essence. Photographed by Gray Sorrenti and featuring Maya Hawke and Romelu Lukaku, the campaign presents Calvin Klein at its most pure.
"Calvins or nothing." not only showcased the body—emphasizing that underwear is ultimately about bare form—but also adapted to business needs by evolving across multiple seasons. The enduring campaign attracted cultural icons like FKA twigs, whose imagery even stirred controversy and was partially banned in the UK. We're proud to have helped create a platform that celebrated physicality and pushed the boundaries of empowered, embodied sensuality.