Honestly, it’s hard to remember a time when a few photos of a guy in his underwear caused such a genuine glitch in the collective consciousness. By now, the image of Jeremy Allen White on a New York City rooftop is basically burned into the back of our retinas. It’s been a couple of years since those first shots dropped, but the Jeremy Allen White Calvin Klein partnership didn't just fizzle out like a typical celebrity "moment." It shifted how brands look at leading men entirely.
If you were online in early 2024, you saw it. You couldn't escape it. White, the star of The Bear, was suddenly everywhere, stripped down to white cotton boxer briefs, doing pull-ups on a rusty ladder with the Manhattan skyline looking like a painted backdrop. It wasn't just a thirst trap. It was a $74 million masterclass in marketing.
The Rooftop That Broke Everything
The first campaign, shot by legendary photographer Mert Alas, was deceptively simple. Most Calvin Klein ads try to be "high fashion" or "conceptual." This one? It felt like a voyeuristic peek into a Sunday morning. White wanders onto a rooftop, kicks off his shoes, and just... hangs out.
It worked because it tapped into the specific "Carmy Berzatto" energy that made him a household name. He wasn't some polished runway model. He looked like a guy who’d just finished a 16-hour shift in a kitchen and happened to have a Greek god's physique.
The numbers were staggering. PVH Corp, the parent company of Calvin Klein, reported that the campaign generated $12.7 million in media impact value (MIV) in less than 48 hours. People weren't just looking; they were buying. Underwear sales reportedly jumped by 30% in the weeks following the launch.
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Why It Felt Different
- The Soundtrack: Using "You Don't Own Me" by Lesley Gore was a stroke of genius. It gave the whole thing a defiant, slightly retro vibe.
- The Location: It was shot in White's native New York. He didn't look like an actor on a set; he looked like a guy who knew exactly which subway line to take home.
- The "Iron Claw" Effect: People forget he was coming off a massive physical transformation for the movie The Iron Claw. He had tacked on about 40 pounds of muscle to play wrestler Kerry Von Erich. The Calvin Klein campaign basically caught him at his peak physical "bulk," and the world noticed.
Los Angeles and the "Daydream" Sequel
By the time the Fall 2024 campaign rolled around, the vibe shifted. They swapped the gritty New York rooftops for a sun-drenched pool in the Hollywood Hills. This time, the soundtrack was "Crimson and Clover" by The Shacks.
It was softer. Less "intense chef" and more "rockstar off-duty." White was lounging with German Shepherds, drinking coffee, and looking remarkably relaxed for someone being watched by millions of people.
Critics wondered if lightning could strike twice. It did. While the New York shoot was about raw energy, the LA campaign was about "effortless cool." It solidified White as a global ambassador, not just a one-off viral hit. He joined the ranks of Mark Wahlberg and Kate Moss—people whose names are permanently linked to the brand’s identity.
What Most People Get Wrong About the "Jeremy Body"
There's a lot of misinformation about how he actually got into that shape. People love to think there’s a "secret" workout or a magic supplement.
The reality? It was grueling.
During his press for The Iron Claw, White was pretty open about how much he hated the "bulking" process. He told Esquire it was basically "eating all the time." He was crushing waffles with almond butter in the morning and turkey patties with avocado all day. He famously described the process as "gross" and said he felt "heavy" and "uncomfortable" during the peak of the training.
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By the time he did the second Calvin Klein shoot, he had leaned out significantly. He moved away from the heavy powerlifting required for the wrestling biopic and went back to his preferred routine: running and jumping rope. It’s a good reminder that the "perfect" body we see in ads is often a fleeting snapshot of a very specific, often unsustainable, training cycle for a movie role.
The Cultural Ripple Effect
The Jeremy Allen White Calvin Klein ads sparked a weirdly intense debate about the "male gaze." When FKA Twigs had an ad for the same brand banned around the same time for being "too suggestive," people pointed out the double standard. Why was a man in his underwear "art," but a woman in a similar pose "objectification"?
It forced a conversation about how we consume celebrity bodies. But for Calvin Klein, the controversy was just more fuel for the fire. They’ve always thrived on being "just enough" provocative.
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Actionable Takeaways for the Obsessed
If you're looking at those ads and thinking about how to replicate that "vibe" (or that marketing success), here’s the breakdown:
- Authenticity is the New Luxury: The reason these ads worked wasn't the six-pack; it was the fact that Jeremy looked like himself. He didn't hide his tattoos or try to act "princely."
- Lean Into Your Strengths: White didn't try to be a traditional model. He brought his "Carmy" intensity to the shoot. If you're building a personal brand, don't ignore the things that made you famous in the first place.
- Physical Health Over Aesthetics: Don't kill yourself trying to hit a "bulk" like Jeremy did for The Iron Claw. Even he said it made him feel terrible. Focus on functional fitness—the kind that lets you run and jump rope without feeling like a "heavy" mess.
- Timing is Everything: Calvin Klein dropped the first ad right as The Bear was peaking in the cultural zeitgeist. If you have a big project or a "moment," that is the time to strike with your most daring moves.
Jeremy Allen White has since moved on to massive roles like playing Bruce Springsteen in Deliver Me from Nowhere, but those few minutes on a NYC rooftop changed the trajectory of his celebrity status forever. He stopped being just a "prestige TV actor" and became a global icon.
To maintain a similar level of "cool," focus on wardrobe staples that fit perfectly. You don't need a rooftop in Manhattan—just a pair of well-fitted 90s straight-leg jeans and the confidence to not care who's watching.