Honestly, the internet wasn't ready.
On a random Thursday in January 2024, everything changed for the Jeremy Allen White Calvin Klein collaboration. You probably remember where you were. Or at least, you remember the collective gasp from your social media feed. One minute we're all recovering from New Year's hangovers, and the next, there’s Chef Carmy from The Bear casually doing pull-ups on a New York City rooftop in nothing but white boxer briefs.
It was a masterclass in "right person, right time."
The Moment the Internet Broke
Marketing people love to throw around the term "viral," but this was different. Within 48 hours of the first drop, the Jeremy Allen White Calvin Klein campaign had generated a staggering $12.7 million in Media Impact Value (MIV). That’s not just "getting likes"—that’s a cultural earthquake. Underwear sales for the brand reportedly jumped 30% year-over-year in that first week alone.
Why? Because it felt real.
Most high-fashion ads feel untouchable, cold, and a bit robotic. This felt like a guy who just happened to be incredibly ripped and also happened to be hanging out on a roof. It tapped into the "unconventional heartthrob" energy White has perfected. He’s not a polished, 6'4" Marvel superhero. He’s 5'7" of concentrated intensity and New York grit.
What Actually Happened in the Ads?
The first campaign, shot by the legendary Mert Alas, was a love letter to New York. You see Jeremy wandering through the streets, shedding layers as he heads upward. The soundtrack? A cheeky, slowed-down version of Lesley Gore’s “You Don’t Own Me.”
The irony wasn't lost on anyone.
As he stares down the camera lens with that signature blue-eyed intensity, the song says he’s not a toy, while the visuals… well, they definitely turn him into an object of fascination. It was a clever play on power dynamics.
Then came the second installment in August 2024. This one swapped the gritty NYC skyline for a sun-drenched pool in Los Angeles. Instead of "You Don't Own Me," we got "Crimson and Clover" by The Shacks. It was softer, more "rockstar-off-duty," featuring denim-on-denim looks and a very lucky dog.
The Science of the "Carmy" Effect
You can’t talk about Jeremy Allen White Calvin Klein without talking about The Bear.
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The character of Carmy Berzatto—stressed, talented, covered in tattoos, and perpetually wearing a perfectly fitted white T-shirt—had already turned White into a sex symbol. Calvin Klein basically took that established "white tee" energy and just... removed the tee.
It was brilliant.
- The Authenticity: He’s a Brooklyn native. Shooting him in New York felt earned.
- The Physique: He didn't look "gym-sculpted" in the traditional sense; he looked like a wrestler or a dancer (which he was).
- The Timing: It dropped right before the Golden Globes, where he proceeded to win Best Actor.
Behind the Scenes: The Training and the Look
People kept asking: how does he look like that?
White has been open about the fact that he was already in peak physical condition after filming the wrestling biopic The Iron Claw. He played Kerry Von Erich, which required him to pack on serious muscle. For the Jeremy Allen White Calvin Klein shoot, he didn't have to do much more than maintain that "functional strength" look.
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He’s a former dancer, which gives him a specific way of moving—a grace that balances out the ruggedness.
The styling, handled by Emmanuelle Alt (former Editor-in-Chief of Vogue Paris), was intentionally minimalist. They used the "Intense Power" and "Micro Stretch" lines, but the real star was the classic white cotton. It’s a return to the 90s aesthetic that made Mark Wahlberg a household name, but updated for 2024’s obsession with "quiet luxury" and raw masculinity.
Why It Still Matters Today
Most celebrity campaigns have the shelf life of a banana. They’re here, they’re gone, we forget who was in them.
But the Jeremy Allen White Calvin Klein ads stuck. They became memes. They became the blueprint for how brands should leverage "Internet Boyfriends." It proved that you don't need a complex "story" or a 60-second cinematic epic. Sometimes, you just need the right face, the right light, and a pair of boxers.
It changed the trajectory for Calvin Klein, too. After a few years of trying to find its footing with various Gen Z influencers, the brand returned to its roots: the unapologetic "thirst trap" as high art.
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Moving Forward with the Trend
If you're looking to capture even a fraction of that "Carmy" aesthetic, it’s not just about the gym. It's about the fit.
- Stick to the Classics: The most successful pieces in the campaign weren't the flashy ones; they were the 90s Straight Jeans and the Standard Logo tees.
- Fit is Everything: White looks good because the clothes look like they were made for him. Avoid overly baggy or suffocatingly tight.
- Confidence Over Everything: The reason the ads worked is that Jeremy looked comfortable. As he told GQ, "If you feel comfortable, it’s going to look cooler."
You don't need a New York rooftop to pull off a classic look, but having the right essentials is a start. Grab a high-quality white cotton tee and a pair of well-cut straight-leg denim. It’s a uniform that hasn't gone out of style in fifty years, and thanks to Jeremy Allen White, it isn't going anywhere soon.
Check your own wardrobe for those timeless basics—sometimes the simplest outfits are the ones that make the biggest impact.