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HOT Pluto On The Green Short Sleeve Hawaiian Shirt . Anyone who follows fashion accounts on Instagram or other social media channels will have seen new images of actor Jeremy Allen White wearing Calvin Klein underwear. The New York star is the face of the brand’s latest campaign as the global fashion season returns in September. Directed and shot by Mert Alas, the campaign sees Jeremy embodying classic American style and cool, cool. “The everyday shots capture Jeremy sunbathing and poolside, shining a new light on the latest in underwear and denim,” Calvin Klein parent company PVH said in a press release. “The Calvin Klein aesthetic is timeless and it’s great to be back with them and the entire creative team for this new campaign.” PVH hopes the images will go viral like the previous campaign, reflecting a strategic move to capitalize on the success of viral marketing in a challenging global economic climate.

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The HOT Pluto On The Green Short Sleeve Hawaiian Shirt . company is capitalizing on the unprecedented popularity of White’s previous campaign, which generated significant social media buzz and boosted brand visibility. By doubling down on what PVH hopes is a proven formula, the conglomerate, which also operates Tommy Hilfiger, aims to maintain consumer interest and drive sales in a weakening consumer environment. The approach demonstrates the company’s adaptability to using celebrity-driven digital marketing strategies to combat broader economic headwinds. However, the effectiveness of the strategy will depend on whether PVH can replicate the organic virality of the original campaign and convert social media engagement into tangible sales growth amid potentially constrained spending.“The group’s chief executive officer Stefan Larsson told WWD “the consumer response has been incredibly positive. Some of the comments I saw just on Instagram were ‘work should be canceled,’ ‘screaming,’ and ‘stopping the world again.’ That’s the kind of sentiment. We really struck a chord with Jeremy Allen White. It’s really, really powerful.”