The Best Bodywear Ad Campaigns of 2024

The Best Bodywear Ad Campaigns of 2024 Season as chosen by The Impression’s Editorial Team

There are many kinds of bodies, and there are many kinds of successful bodywear campaigns. The year’s best underwear, swimwear, and lingerie campaigns ranged from bold sensuality to statements of fierce self love to artfully intimate expressions. Whatever the approach, one thing is always clear: a strong bodywear campaign says more about how it feels to wear something than what it looks like.

It can be rare for an underwear ad to be the one of the most talked about campaigns of the year, but that’s exactly what happened when Calvin Klein tapped The Bear star Jeremy Allen White, who stripped down for a gloriously hunky photoshoot overlooking the New York City skyline.

Agent Provocateur brought the heat to the holidays, casting the real-life married couple with a unique celebrity status, Abbey Clancy and Peter Crouch, in a playful and provocative cautionary tale about not forgetting the importance of date night amid the seasonal bustle.

Skims continues to master the rhythm of releasing many smaller yet highly impactful campaigns throughout the year – but this year, two stood out in particular. One debuted during the Super Bowl and again positioned Kim Kardashian as a marketing master, playing up her cultish status while using clever sci-fi visuals to emphasize the exacting production process behind her brand. Meanwhile, another starred one the year’s breakout pop icons, Sabrina Carpenter, in an intimate photoshoot that had her many internet stans gasping for breath.

Jordanluca and Willy Chavarria, meanwhile, each delivered rawly sensual underwear campaigns that unapologetically examined the homoerotic gaze.

Here are The Impression’s picks for the best bodywear campaigns of 2024, as selected by our editorial team.