Calvin Klein (fashion house)

Mark Wahlberg underwear campaign, 1992 Herb Ritts photographed Mark Wahlberg, then a young rapper rather than an actor, showing off his physique in Calvin Klein underwear, and the images became some of the defining pictures of early-1990s pop culture. It was the moment the logo waistband became the point: worn showing above low jeans, the brand name kept advertising long after the billboards came down. It also set the pattern of hiring a celebrity with a following rather than a model, a formula the label has returned to again and again, most recently with Jeremy Allen White.