Jeremy Allen White's Calvin Klein Underwear Campaign Generates $12.7 Million in Media Exposure

Calvin Klein's Underwear Campaign with Jeremy Allen White

Calvin Klein's latest underwear campaign featuring actor Jeremy Allen White has been a hit. Released on Jan. 4, the campaign generated $12.7 million in media impact value for the brand in less than 48 hours, according to Launchmetrics. The brand, by itself, generated $3 million in MIV, with its top placement being an Instagram worth $859,000 in MIV. The post now has more than 1.4 million likes.

Shot by Mert Alas and styled by Emmanuelle Alt, the campaign quickly went viral on social media after its release. White's name was one of the most talked about topics on X (formerly known as Twitter) on Jan. 5. The brand's first video promoting the campaign on TikTok has now more than 4.5 million views.

Jeremy Allen White for Calvin Klein

In the campaign, White is seen wearing the brand's spring 2024 underwear collection, which comes with new logo treatments and materials for everyday comfort, including New Intense Power, Micro Stretch and Micro Mesh styles. The piece was shot in Manhattan to showcase the actor's connection with New York, where he was born.

On Sunday, White attended the Golden Globe Awards 2024. He was nominated as Best Actor in a Musical or Comedy TV Series for his role as chief Carmen 'Carmy' Berzatto in 'The Bear.'

In November, Skims bet on a similar strategy of inviting male celebrities to promote the launch of its menswear collection. The underwear campaign featuring Nick Bosa, Shai Gilgeous-Alexander and Neymar Jr. generated $4.5 million in MIV for the brand.

Givenchy Collaborates with Disney for 'Frozen' Capsule Collection

Givenchy has partnered with Disney to celebrate the 10th anniversary of the popular animated film 'Frozen' with a capsule collection for children. The collection includes seven pieces inspired by the characters Elsa and Olaf, featuring a color palette of black, white, and blue. The line is available at select retailers and on givenchy.com.

The collection offers a range of items, from an ice blue dress with Swarovski crystal embellishments to T-shirts featuring the silhouette of Olaf and a T-shirt dress with an image of Elsa. The collaboration between Givenchy and Disney began in 2022 and has since expanded to include other popular cartoon characters.

The 'Frozen' film has achieved tremendous success, becoming a pop culture phenomenon and one of the highest-grossing animated films of all time. Disney recently opened a 'Frozen' themed land at Hong Kong Disneyland Resort.

Hugo Boss Launches Tennis Clothing Collection for Women

German brand Hugo Boss is entering the world of tennis with its first collection of clothing for women. The brand has previously sponsored tennis competitions and players, but this marks its first venture into creating tennis-specific clothing. The collection will be worn by brand ambassadors Noma Noha Akugue and Ella Seidel during the Australian Open.

Hugo Boss joins a growing trend in which athletes are partnering with fashion brands, and vice versa. The brand aims to bridge the gap between sports and fashion, offering tennis clothing that combines style and performance. The collaboration with Italian tennis player Matteo Berrettini last year paved the way for this new collection.

The partnership with women athletes demonstrates Hugo Boss' commitment to expanding its presence in tennis, following its association with golf in the U.S. Last year, Czech tennis player Markéta Vondroušová became a brand ambassador for the label.

Enzo Mari's Solo Exhibition to Showcase Sustainable Design

Italian modernist designer Enzo Mari will have his first solo exhibition in the U.K. at the Design Museum. The exhibition will run from March 29 to Sept. 8 and will explore Mari's sustainably made art, which spans paintings, furniture, and text. Curated by Hans Ulrich Obrist and Francesca Giacomelli, the exhibition will feature nearly 2,000 objects from Mari's extensive body of work.

Mari believed in creating models for a different society and a different way of producing and living. He aimed to involve people in the project itself, emphasizing active participation and knowledge. The exhibition will showcase Mari's iconic work, such as his 'Nature Series' and '16 Animals,' along with archival material research and tributes from contemporary artists.

The exhibition reflects Mari's philosophy of ethics and the goal of every project. It highlights his impact on the design world and his commitment to creating sustainable art.

Edition+partners Launches as a Creative Growth Company

Tom Garland and Christopher Morency, former employees of Highsnobiety, have joined forces to create Edition+partners, a creative growth company. The company aims to disrupt the creative sector by offering strategic blueprints to help original creative projects launch, survive, and thrive. Garland and Morency draw inspiration from companies like A24 and XL Recordings that have disrupted their respective industries.

Edition+partners seeks to bridge the gap between creativity and commerce, providing brands with culturally relevant and up-to-date strategies. The company launches with six clients, including a culture festival, a tailoring house, an iconic denim brand, and a creator economy tech solution. They aim to support young independent thinkers and help them achieve prominence in the creative world.

In addition to Edition+partners, Morency will be spearheading SOTA (State of the Art), the company's content arm. SOTA will release its research thesis 'The Next Big Bang: The Brand Universe Solution to Growth' on Substack in the coming weeks. The thesis examines the future of brand growth in a rapidly changing world.

Atelier E.B Presents 'Big Tobacco' Collection

Atelier E.B, the collaborative practice of Beca Lipscombe and Lucy McKenzie, is showcasing its fashion collection 'Big Tobacco' at the Lavery Studio in London. The collection draws inspiration from women's tennis and features a mix of fine knitwear, streetwear, and accessories. It was made in collaboration with brands focused on locally produced fashion collections.

Scottish heritage brand Alex Begg provided materials for scarves and blankets, Assembly assisted with cotton shirts, and knitted skirt suits were made with the help of Tweedvale Knitwear. The collection also includes accessories made by Atelier Elf. Alongside the collection, Atelier E.B presents an installation called 'Faux Sport Shop' by artist Steff Norwood.

The exhibition and installation explore the intersection of fashion and art, emphasizing sustainable and locally produced fashion. Atelier E.B has built a direct-to-consumer business and showcases its collections in museum-like spaces.