Rewind: Before Bieber, There Was Marky Mark for Calvin Klein
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‘Tis the season for spring fashion campaigns, and perhaps the most head-scratching idea we’ve seen in the space is this ad:
“We were repositioning Calvin’s men’s underwear line, which at the time was a relatively small business,” Mr. Kraft said. “It wasn’t like we were casting around for a celebrity, it was more like ‘What do we do for the new campaign for mens’ underwear? Right at the same time, Mark was on the cover of Rolling Stone showing his Calvin Klein underwear. Both Calvin and I saw it and thought, This is the guy we need.”
At the time, CK had no connection to Wahlberg, but Mr. Kraft said Mr. Klein was good friends with producer David Geffen. “We approached [Wahlberg] not knowing what would happen, but thought he would be a great model, and eventually he agreed to do it.”
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