Dakota Johnson is the face of Calvin Klein’s spring denim and underwear campaign, and the new images and Instagram reel released March 9 have already become a talking point. The 36-year-old actor appears in a mix of topless and lingerie looks that foreground the brand’s denim and intimate apparel.
What happened — the campaign launch
Calvin Klein launched the campaign on Monday, March 9, sharing a set of images and a short video featuring Johnson. In several stills she wears baggy blue jeans with a black belt and no top, posing barefoot on a piano. Other frames show her in a black balconette bra relaxing poolside, a blue book resting on her hips.
The Instagram reel
Johnson also posted a reel in which she flips through a script while wearing a black bra and cheeky underwear. She speaks directly to camera, saying, “Hi. I just finished,” followed by, “I think I like it. I mean, I really like her.” Later in the clip she adds, “She’s so wild,” and reacts to a scene by saying, “That scene, I’ve never seen anything like that before. I don’t even know how to shoot that, but I’m down.”
Styling and visuals
The campaign mixes casual denim with intimate moments. Johnson’s hair is worn loose and brunette, while makeup is kept soft — hydrated-looking skin, subtle eyeliner and long lashes. Small details appear throughout: a fine line star tattoo, a “look at the moon” tattoo, and playful props including pomegranates she holds over her chest as she moves through a kitchen.
Why it matters
Celebrity-fronted campaigns remain a key way fashion brands generate attention ahead of spring launches. Calvin Klein’s choice to pair denim with intimate imagery continues the label’s tradition of provocative, minimalist advertising that centers the star’s personality as much as the clothes.
Reaction and availability
The campaign was shared widely on social media through Johnson’s reel and the brand’s posts, prompting discussion from fans and fashion-watchers online. Calvin Klein’s caption framed the drop plainly: “Icon status. @dakotajohnson wears new denim and underwear this spring.”
Pieces from the campaign are available to shop at Calvinklein.com, giving shoppers a direct way to buy the denim and underwear seen in the photos and video.
What to expect next
Calvin Klein’s spring push will likely continue across its channels; brands typically roll campaign content through additional stills, video edits and influencer tie-ins in the weeks after a launch. For now, the focus remains on Johnson’s imagery and the campaign’s bold blend of casual denim and intimate styling.