This rapper, turned CK model, turned Hollywood actor is the undisputed number one. His legendary 1992 campaign with photographer Herb Ritts catapulted Calvin Klein into mainstream pop culture — those iconic white briefs appeared on billboards across the world and defined an era of men's underwear advertising.

Shot in high-contrast black and white, the images of Marky Mark in classic CK briefs created a template that underwear brands still reference today. The campaign was so culturally significant it's still discussed over thirty years later — which is probably why you're reading this.

Following Wahlberg's era-defining success, Calvin Klein tapped soap opera star Antonio Sabato Jr. for their mid-90s campaigns. His smouldering intensity and chiselled build continued the tradition of athletic, body-confident masculinity that defined the CK aesthetic — bringing a new audience to the brand while maintaining everything that made the 1992 campaign work.

Before he was Ragnar Lothbrok in Vikings, Australian model Travis Fimmel was the face of Calvin Klein in the early 2000s. His campaign was so successful that a Times Square billboard had to be removed after causing traffic accidents — the kind of cultural impact very few campaigns ever achieve.

Fimmel represented a new era: rugged, masculine, with an edge that appealed to a generation that wanted something more than polished perfection.

The 2000s brought Swedish footballer Fredrik Ljungberg — blonde, toned, sporting tattoos, and an edgy confidence that bridged football and fashion like few campaigns before it. His appointment showed that the brand was as interested in athletes as it was in actors, a tradition that began with Olympic pole vaulter Tom Hintnaus in 1982 and continues today.

He played Emmett — Edward Cullen's powerfully built brother — in the Twilight Saga, but his Calvin Klein campaign in 2008 was a different kind of performance. Lutz's athletic build showcased the body-conscious fit that made CK famous, reaching a new generation of fans who knew his face long before they knew his name.

A few years ago Matt Terry was stacking shelves at his local grocery store in Pennsylvania and picking up the odd construction job. Now he's one of the faces of Calvin Klein — joining some of the most recognisable models in the world. He represents the modern CK ethos: accessible masculinity, quiet confidence, and the sense that the brand is as much for real men as it is for famous ones.

In November 2026 Calvin Klein made Jude Bellingham the face of its Icon Cotton Stretch underwear, in a campaign called The Icon Underneath, photographed and directed by Oliver Hadlee Pearch in Madrid. He wears the boxer brief, low rise trunk, hip brief and slim boxer, and debuts the new Shine Trunk.

It was his first campaign for Calvin Klein, two years after he fronted SKIMS Mens before Euro 2024, and it puts him in a line of Calvin Klein athletes that began with Olympic pole vaulter Tom Hintnaus in 1982 and runs through Fredrik Ljungberg and Carlos Alcaraz. Former teammate Toni Kroos summed up the reaction with a three-letter comment: "WTF".

Read the full story of Bellingham's Calvin Klein campaign, including his SKIMS shoot and the Real Madrid dressing-room reaction, or why sports stars sell men's underwear.