The Best Bodywear Ad Campaigns of Spring 2024

The Best Bodywear Ad Campaigns of Spring 2024 Season

Despite the old adage that sex sells, our bodywear category – which showcases the best underwear, intimates, and swimwear campaigns – typically tends to feature campaigns that focus more on how it feels to wear (or not wear) something, rather than how one looks doing it. Nevertheless, this season saw a bit of a return to all-out erotic allure, with Calvin Klein and Skims leading the charge.

It can be rare for an underwear ad to be the most talked about campaign of the season, 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.

Skims was close behind in star power with two big campaigns this season, one that debuted during the Super Bowl and once 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, and one starring rising pop starlet Sabrina Carpenter that had the internet gasping for breath. Maybe sex marketing is making a comeback?

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

Agent Provocateur

Creative Director | Sarah Shotton
Stylist | Karen Langley
Photographer | Carin Backoff

Calvin Klein

Director & Photographer | Mert Alas
Talent | Jeremy Allen White
Stylist | Emmanuelle Alt

Calvin Klein

Photographer | Mert Alas
Models | Jennie
Stylist | Emmanuelle Alt
Music | “Baby, I Love You” by The Ramones


Skims Creative Director | Kim Kardashian
Director | Frank Lebon
Production | Wieden+Kennedy
Models | Kim Kardashian


Skims Creative Director | Kim Kardashian
Photographer | Jack Bridgland
Model | Sabrina Carpenter


Zimmermann Creative Director | Nicky Zimmermann
Agency | Smile Agency
Creative Director | Emil Vrisakis
Art Director | Gabriele Hackworthy
Photographer | Benny Horne
Videographer | Andy Swartz
Model | Felice Noordhoff
Stylist | Romy Frydman
Production | Anna Zantiotis Productions
Hair | James Rowe
Makeup | Jodie Boland
Casting Director | Anita Bitton – The Establishment
Location | Seychelles