Calvin Klein

When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.

Calvin Klein’s chief marketing officer Jonathan Bottomley speaks to Imran Amed about the strategy behind the brand’s buzzy Jeremy Allen White-fronted campaign.

Calvin Klein’s recent viral campaigns have galvanised consumers but are slower in driving the business forward amid parent company PVH’s ongoing turnaround strategy.

Both brands are leaning on high-profile advertising campaigns to refresh their image. We’ll find out this week whether that’s translating into increased sales.

Steamy images of Jeremy Allen White and FKA Twigs pushed the brand — which has a well-documented history of courting controversy — to the centre of conversation once again, proving casting and timing plus a little bit of provocation can fuel relevance.