Calvin Klein is going viral because of Jung Kook's new campaign despite most recent runway being a flop

Dear Gossips,

I’m currently two episodes into Love Story: John F Kennedy Jr and Carolyn Bessette and while the story is ostensibly about the romance between them, it’s also giving 90s nostalgia, and Calvin Klein, the brand and the person, are supporting characters. Which is interesting because it was New York Fashion Week earlier this month and the new Calvin Klein collection was … not well received.

I’ve been wondering how much of a heads-up the brand had about Ryan Murphy’s show, if there was any involvement at all, because it’s basically free marketing. Pretty sure I don’t have to tell you that social media is obsessed with her – again – and since she’s so closely associated with CK, so much of that 90s aesthetic is all over our feeds.

But if you’re only paying attention to Calvin Klein through the Love Story lens, you might be missing out on how the brand is going even more viral with a more modern ambassador. Jung Kook’s new CK campaign dropped this week, and if we’re measuring its popularity by likes and views, his numbers are easily triple. Calvin Klein’s most recent runway might have been a flop but those collections aren’t the moneymakers. JK is the one who’ll be driving sales on the denim side.