celebrity underwear lines

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Klein didn’t invent it it, but he certainly owned it, and never has the season-by-season rhythm of fashion been so tested than it has been by Calvin Klein’s perennially popular underwear which, according to Selfridges, has been a consistent bestseller for the last 25 years that shows no signs of abating.Advertisement

Jo Hunt, head of buying for womenswear at Asos, says it has seen “a rise in the branded slogan or logo, or ‘slogo’” over the past 18 months, and cites Calvin Klein (among other “authentic American brands”) as key to this shift. And in high fashion, an entire photoshoot in the current issue of Vogue starsMica Arganaraz in a pair of Calvin Klein pants.

best underwear lines

Celebrity Underwear Lines

Mark Wahlberg in Calvin Klein. From the Calvin Klein Advertising Archives.

Thongs, boxers, briefs, going commando; they’ve all come and gone like whispers, but Calvin Klein pants, briefs and boxers, and now bras and swimwear in womenswear, remain the resolute king of underwear.Advertisement

The success is arguably down the jacquard waistband, and a mix of great product and smart marketing. The original Calvin Klein campaign image – a 1982 Bruce Weber shot of Olympian Tomás Hintnaus lying on a hot roof – might have been less about logo and more about flesh, but it sanctioned the idea that underwear was more than underwear. It was designed to be seen, conferred status and wealth, and was totemic of its wearer’s tribe (from metrosexual, to lad to hip-hop to mass-market.

Robert Johnston, fashion director at GQ, says the waistband logic is sound, and is fundamental to the brand’s success: “If you spend money, you want people to know it. Wearing it, as people do, above the waistband, is a stamp of approval … a sign that you feel confident.”

Calvin Klein Intense Power Thong £21.00 at ASOS.

The advertising campaign has always been minimal, black and white, starring big names and has been relentless in its pursuit of aspiration. But this doesn’t explain the longevity. Other brands with the same prowess make overtly-branded underwear – Tommy Hilfiger, Armani – while other, newer brands have mimicked the monochromatic branding (most recently Ivy Park). The most recent campaign – up-skirt shots, overt innuendo – went viral. So too did a campaign that focused on personalities and their relationship with #MyCalvins.

Sam Diss, a style writer who wore it in the 1990s, may have the answers: “It gave you a taste of being Mark Wahlberg without the talent or the hours in the gym,” he says. Diss still wears it now, through a sense of nostalgia, and says the look is enduring as it transcends fashion: “In a decade with no real original aesthetic, it remains a much-needed piece of easy iconography to latch on to.”

Black Set of three stretch-cotton jersey thongs | Calvin Klein Underwear |  NET-A-PORTER

Calvin Klein underwear is nice and comfy. They’re probably one of the few things Calvin Klein that I personally as someone who can’t stand wearing traditional menswear would buy and wear often. They’re actually pretty well-known for their underwear, too.

As for why celebrities wear it and sag it? You’re probably mainly looking at hip-hop culture and stuff like that – it’s a combination of two factors. One is the exceptionally materialistic culture present in hip-hop; the bling and the brands. Being rich and flaunting it is seen as cool and the imagery usually promoted is one that embraces very high end brands with absolutely no thought to subtlety. Overt, in-your-face logos encrusted in gold and diamond, you get the idea. Then there’s the already established trend from prisons misunderstood into hood culture: sagging pants to show underwear. Naturally, when you combine the two you end up with a weird combination of how to look G fused with how to look rich. Calvin Klein is a higher-end brand, after all, and so naturally if you’re gonna sag your pants, might as well reveal some branded underwear too.

When you consider all the styles and cuts of underwear these days, you can forgive the average male for being a little confused when approached with the subject. He may have no idea what the difference is between a thong, cheeksters, and bikini briefs. But here’s what he does have an opinion on: what he thinks they say about you

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