Calvin Klein and Polo Ralph Lauren drive growth through targeted fashion marketing

Major fashion brands Calvin Klein and Polo Ralph Lauren are utilizing distinct marketing strategies to strengthen their presence in the intimate apparel and loungewear sectors.

Calvin Klein has established a long-standing reputation for provocative, minimalist, and sensual advertising. Its strategy relies heavily on emotional appeal and high-profile collaborations with figures such as Billie Eilish, Jung Kook, and Bad Bunny. The brand's visual language often utilizes black-and-white photography and focuses on creating cultural relevance through tension and celebrity influence.

Polo Ralph Lauren is expanding its focus on underwear and loungewear as key growth categories. Its recent campaign, photographed by Björn Iooss and featuring models Giacomo Cavalli and Mukasa Kakonge, adopts a more direct and realistic approach. Rather than relying on fantasy, the campaign emphasizes clarity, minimal artifice, and the quality of construction to appeal to customers seeking durable, timeless basics.