Review of Calvin Klein Spring 2025 Ad Campaign by Director and Photographer Mert Alas with model Cooper Koch
In Calvin Klein’s latest campaign for Spring 2025, actor Cooper Koch fronts a new chapter in the brand’s ever-evolving archive of minimalist seduction. Shot and directed by Mert Alas, the campaign highlights Calvin Klein’s updated denim and underwear offerings—specifically the new Icon Cotton Stretch line, featuring a seamless “Infinity Bond” waistband. Koch wears these pieces alongside Calvin Klein staples like the classic white tank and baggy jeans, styled with breezy restraint to emphasize ease and body confidence.
The campaign imagery alternates between high-contrast black-and-white portraits and crisp sunlit color shots set against stark white architecture and deep blue skies. Koch is photographed lounging, leaning, and reclining—his poses both languid and assertive. The visual language relies on the tension between effortlessness and sculptural form, recalling the brand’s legacy of hyper-controlled simplicity. While the campaign refrains from elaborate storytelling, it leans into Calvin Klein’s signature—an almost monastic sensuality, grounded in silhouette, skin, and shadow.
The campaign is clean, confident, and technically tight, yet risks little in terms of innovation or emotional texture. The visuals are undeniably striking, and Koch is a fitting choice, but there is a sense that the brand is coasting on familiar tropes—white briefs, bronzed skin, architectural minimalism—without pushing the narrative forward. The newness of the underwear construction is mentioned in the accompanying copy, but this innovation doesn’t quite find a visual equivalent in the imagery itself. It’s a presentation that satisfies, but doesn’t particularly challenge or surprise.
Ultimately, Calvin Klein delivers what it does best: polished restraint, beautiful bodies, and a whisper of rebellion softened by repetition. Whether that’s timeless or simply comfortable is left, fittingly, to the wearer.
Director and Photographer | Mert Alas
Model | Cooper Koch