Dominic Fike is not just another face on a billboard. You’ve seen the photos. The bleach-blond hair, the effortless slouch, the tattoos that look like they were doodled during a very long phone call. When the Dominic Fike Calvin Klein partnership first dropped, it felt like a glitch in the corporate matrix. Here was a guy who, just a few years prior, was dealing with house arrest in Florida, now suddenly stripped down to his underwear for one of the most iconic fashion houses in history.
It worked.
The internet didn’t just like it; the internet obsessed over it. But if you think this was just about a handsome guy in a pair of boxer briefs, you’re missing the bigger picture of how celebrity branding actually functions in the 2020s.
The Raw Aesthetic of the Fall 2021 Debut
Most people think the Dominic Fike Calvin Klein era started with the big, cinematic "All Together" campaign in 2022. Wrong. The groundwork was actually laid in late 2021 with "The Language of Calvin Klein."
It was intimate. Kinda messy.
Photographed by Renell Medrano and Hong Jang Hyun, this wasn't about high-glamour lighting. It was about "emotive bursts" and "poetic ramblings." Fike was filmed biking through empty parking lots, muttering about daydreams. He looked less like a supermodel and more like the cool kid you'd see at a skatepark at 2:00 AM.
That’s the secret sauce.
Calvin Klein has spent decades trying to capture "youth." Usually, they do it by hiring the biggest pop stars and putting them in a studio. With Fike, they didn't have to try. He brought the Florida sun and the DIY grit with him. In the campaign, he wore the classic cotton boxer briefs and logo crew socks, but he made them look like something he’d actually own, not something a stylist handed him five minutes before the shutter clicked.
👉 See also: Is Meryl Streep Divorced? What Really Happened with the Hollywood Icon
Why the 2022 "All Together" Campaign Went Viral
By the time the Spring 2022 campaign rolled around, Fike was a household name thanks to Euphoria. Playing Elliot—the guitar-strumming, drug-using catalyst of Season 2—made him the ultimate "it boy."
Calvin Klein leaned into this hard.
The "All Together" campaign, shot by Glen Luchford and directed by Melina Matsoukas, was a massive production featuring 120 people. Fike was the anchor. In the commercial, he’s skating through city streets, lounging with a crew, and delivering these weirdly profound lines.
"Being alone sucks. I don't even sleep alone," he says in the video. He follows it up with a smirk and a quick "I'm not sleazy," which basically became a meme instantly.
The Cast Contrast
Fike wasn't alone in this. The brand surrounded him with a specific type of cultural power:
- Jennie from BLACKPINK: The K-pop queen who brings the high-fashion, polished energy.
- Solange Knowles: The artsy, ethereal icon.
- Vince Staples: The deadpan, street-smart rapper.
- Burna Boy: The global superstar.
Fike’s role in this group was to be the "relatable rebel." While Solange was having a Birth of Venus moment in a lake, Fike was just... hanging out. He represented the "quintessential New York" vibe, even though he’s a Florida boy through and through.
The Technical Side: Alasdair McLellan and the Fall 2022 Shift
If the Spring campaign was about community, the Fall 2022 campaign was about the individual. This is where things got serious for the Dominic Fike Calvin Klein catalog.
The brand brought in Alasdair McLellan.
💡 You might also like: Is Conan Gray LGBTQ? What the Star Has Actually Said About His Identity
If you know photography, you know McLellan is the master of the "modern-minimalist" look. He shot Fike in a way that felt much more like 90s Kate Moss than 2020s TikTok.
We saw Fike in a white denim shirt jacket and matching pants, slouching on a green couch. Another shot had him in a blue denim jacket with a white crop top. Yeah, a crop top. It was a bold move that solidified his status as a gender-fluid style icon. He wasn't trying to be "macho." He was just being Dominic.
What Most People Get Wrong About the "Underwear Model" Label
Fike has been pretty vocal about how weirded out he was by the whole "underwear model" thing. In an interview with Wonderland, he basically admitted he didn't know what he was doing at first.
"Shout out to underwear models, bro," he said. He talked about how he gained a new respect for the craft because it's actually a "real job" that requires a ton of dedication.
There’s a misconception that these guys just show up and look pretty. But for Fike, it was an extension of his acting. He treated the campaigns like "one big long music video." Because he felt the character of the "Calvin Klein guy" was tailored to his real personality, it didn't feel like a performance. It felt like an invitation into his actual life.
The Impact on Sales and Culture
Did it actually sell underwear?
Honestly, yes. But more importantly, it sold a vibe. In 2026, we’re still seeing the "Fike Effect" in how brands scout talent. They aren't looking for the most perfect face anymore; they're looking for the most interesting history.
Fike’s tattoos—specifically the "LApple" on his cheek—became as much a part of the CK branding as the logo itself. It signaled a shift toward "alt" culture becoming the mainstream.
Key Takeaways for Style Enthusiasts
If you're trying to emulate the Dominic Fike Calvin Klein look, it’s less about the specific pieces and more about the fit.
- Vary the Proportions: Fike often wears baggy denim paired with tight-fitting basics. It’s that 90s silhouette revived for today.
- Stick to Basics: Most of his shots feature the "Essentials" line. Think grey crewnecks, white tanks, and classic blue jeans.
- Confidence over Polish: The hair is usually messy. The posture is rarely straight. The goal is to look like you didn't look in the mirror.
Actionable Steps for Building a Similar Wardrobe
If you want to pull off the Fike-approved aesthetic, don't go out and buy a whole new designer closet. Start with the foundations.
📖 Related: When is Hunter Fieri Getting Married? The Wedding Details You Missed
Focus on the Underpinnings:
Invest in high-quality, 100% cotton basics. The Calvin Klein Modern Cotton or "Embossed Icon" lines are the specific ones Fike popularized. They hold their shape better than the cheap multi-packs you find at big-box stores.
The Denim Strategy:
Look for "Straight Fit" or "90s Loose" jeans. Avoid the skinny jean trend; that’s dead. Fike’s look relies on the fabric stacking slightly at the ankle, usually paired with a beat-up pair of sneakers or combat boots.
Grooming and Attitude:
The "Fike look" is about intentional imperfection. If you’re bleaching your hair, don't worry about the roots growing in. If your shirt is wrinkled, leave it. The "Language of Calvin Klein" is, after all, about being yourself—flaws and all.
Stop overthinking the "brand" and start thinking about the comfort. That’s how Dominic Fike turned a simple underwear ad into a cultural moment that redefined what a leading man looks like in the mid-2020s.