Consumer Engagement

Calvin Klein introduces 'Calvins or nothing' Underwear campaign starring Maya Hawke and Romelu Lukaku

Calvin Klein today launches Calvins or nothing, a new Underwear campaign starring actor and musician, Maya Hawke, and Belgian professional footballer, Romelu Lukaku.

Shot by Gray Sorrenti, the campaign captures each star in simple, yet striking black and white portraits. The campaign reflects the elevated, considered designs of its latest Underwear collection and channels the brand’s minimal, impactful aesthetic. The images and videos convey the brand’s signature style, strongly rooted in sensuality.

New refined and casual styles include Embossed Icon, featuring a new logo treatment, and updated Modern Cotton silhouettes that reimagine our classic Underwear offerings. Bonded Flex introduces wire-free support in an innovative seamless knit, and CK Black features a minimalist take on seductive, graphic lace.

The campaign launches globally today, September 27, and is available to shop on