Dakota Johnson Stuns in Calvin Klein’s Bold New Campaign

Calvin Klein continues its tradition of pairing prominent figures with daring visuals in its advertising, unveiling its Spring 2026 campaign centered on Dakota Johnson. Released globally on March 9, the Dakota Johnson Calvin Klein Campaign captures the actress in intimate, candid moments that highlight the brand’s iconic underwear and denim collections.

Directed and photographed by Gordon von Steiner, the one-minute campaign video depicts Johnson at home in minimalist settings. Scenes include her wearing Calvin Klein underwear while engaged in conversation, playing pool topless wearing a CK thong, and lounging by the pool with creative coverings such as pomegranates and milk jugs. Additional photos complement the video, showcasing the same scenarios with Johnson appearing relaxed and effortlessly confident.

Artistic Direction and Musical Backdrop of the Campaign

The campaign’s imagery is accompanied by the 1972 song

“Long Cool Woman (In a Black Dress)”

by The Hollies, adding a vintage tone to the visual narrative. The creative approach emphasizes a balance between subtle sensuality and playful humor, focusing on Calvin Klein’s latest innovations in denim fits and underwear designs. This approach was intended to strip away excess and draw attention to the product’s stylish simplicity.

Dakota Johnson’s Perspective on the Campaign

Speaking about her involvement, Johnson highlighted the liberating and sensual qualities of Calvin Klein’s apparel. She said,

“Calvin Klein jeans and underwear have a timeless quality that makes everything feel right the moment you put them on. When a woman is alone at home, working, reading or doing whatever, it can feel quite liberating and sensual,”

Dakota Johnson, Actress.

She further explained her connection to the campaign’s message:

“Channelling that, and pairing that energy with Calvin Klein’s iconography, felt both singular and classic. I love that this campaign celebrates being comfortable, free and sexy on your own terms. Sometimes, a woman just being is the sexiest thing.”

Calvin Klein’s Legacy of Provocative Advertising

Calvin Klein’s reputation for boundary-pushing campaigns dates back to 1980 when 15-year-old Brooke Shields famously delivered the line,

“You want to know what comes between me and my Calvins? Nothing.”

This bold approach established a template for combining celebrity allure with provocative marketing.

Since then, a wide array of celebrities such as Kate Moss, Kendall Jenner, BTS’ Jung Kook, Rosalía, Mark Wahlberg, and Bad Bunny have appeared in similar campaigns. Recent examples include Jeremy Allen White from The Bear posing in 2024 and FKA Twigs’ 2023 underwear campaign, which sparked discussion and bans in some markets due to its provocative nature.

Current Market Context and Brand Strategy

As Calvin Klein’s parent company, PVH, reported $2.3 billion in revenue for the quarter ending December 2025, the brand remains focused on positioning itself as a top lifestyle label. CFO Zac Coughlin explained that both Calvin Klein and sister brand Tommy Hilfiger are on track to becoming

“the most desirable lifestyle brands in the world.”

Industry Trends and the Return of Sexualized Advertising

The campaign featuring Johnson appears amid a renewed conversation around the role of the male gaze and sexualized marketing in advertising. After a period where such imagery became less common, some U.S. brands have revived sexually suggestive ads geared towards men. For example, Dr. Squatch ran a promotion involving Sydney Sweeney’s bathwater, encouraging participation from a million customers, while American Eagle created campaigns that objectified parts of the actress’s body in suggestive ways.

Additionally, Carl’s Jr. has revived its controversial “I Love Paris” car wash campaign originally fronted by Paris Hilton in 2005, which made headlines and prompted censorship debates. These moves indicate that provocative marketing remains a divisive yet persistent strategy in the industry.