Like everyone else, I’ve been thinking about Bad Bunny’s Calvin Klein promotion for about three weeks. I am all for men in their tiny little undies looking all scrumptious for clothing brands, and it’s not just because the sight is easy on the eyes. Campaigns like Bad Bunny’s and Jeremy Allen White’s do more than just give the people what they want. When men take up sexualized spaces that have been historically imposed upon women, they highlight the gender discrepancy within partial-nudity reception. That’s what I’m also for.
Calvin Klein’s Instagram page has an audience of nearly 26 million. Bad Bunny appears in the most recent Calvin Klein campaign wearing just his Calvins, partially nude—something that’s been normalized for men in media but is often critiqued and policed when women do the same.
Bad Bunny received overwhelmingly positive feedback from the internet for posing in his Calvins, with many comments thanking Calvin Klein for giving them such a godsend of photos (I don’t disagree here). Audiences reacted the same with Jeremy Allen White and many of the other men who have posed in their tighty whities, such as Jacob Elordi, Michael B. Jordan, and more.
What happens when we compare the reception to JENNIE’s Calvin Klein campaign, which featured comments from viewers such as “She has a nice body, but is it sexy?” What about Disha Patani’s? A follower wrote, “Nowadays, showing partial body is the next way to get popular and attention.” Maya Jardon’s more conservative shapewear post didn’t miss getting hit either: “Why are you naked?” And then, for Lily Collins’ full-clothing campaign, a backhanded comment that almost had me hopeful, “This woman is sexy without showing anything,” plus a “this is not on brand.”
We can’t forget what happened to FKA twigs, either. In April 2023, Calvin Klein released an advertisement featuring FKA twigs wearing an unbuttoned denim shirt draped over her body, exposing parts of her butt and her breasts. It wasn’t too long after that the UK’s Advertising Standards Authority (ASA) received two complaints alleging that the ad objectified women. Consequently, the ASA banned the ad, stating that it “used nudity and centered on FKA twigs’ physical features rather than the clothing, to the extent that it presented her as a stereotypical sexual object.”
FKA twigs publicly contested this ruling, expressing disappointment and highlighting double standards in advertising. She noted that similar campaigns featuring male celebrities, such as Jeremy Allen White, did not face the same scrutiny. In her statement, she emphasized her pride in her body and the empowerment she felt during the shoot, questioning why hers was deemed inappropriate:
“I do not see the ‘stereotypical sexual object’ that they have labelled me. I see a beautiful strong woman of colour whose incredible body has overcome more pain than you can imagine,” she wrote a day after the ban. “In light of reviewing other campaigns, past and current, of this nature, I can’t help but feel there are some double standards.” It’s still lost on the committee, which eventually responded that although they were concerned their “rationale for banning the ad was substantially flawed,” the photos were still overtly sexual, and thus the ban remained.
As Summer approaches and Amiee Lou Wood’s White Lotus Bikinis sell out online, I’ve come to wonder, where are women allowed to be hot?
Campaigns like Bad Bunny’s indirectly highlight how algorithms and moderation policies on platforms like Instagram, TikTok, and others unevenly censor content based on gender and sexualization. Because of this, it seems women are not allowed to be hot in the Calvin Klein campaigns, which are quite literally designated spaces for partial nudity to be accepted. Online platforms as a whole tend to sexualize and censor women’s bodies far more than men’s, especially in similar attire. If we take modeling underwear out of the picture, there must be other spaces where women can be confident and attractive while not being policed for it, right?
Certainly not at the gym, where sports bras and biker shorts have become demonized by men who don’t know how to confront their own wandering eyes. “It’s practically narcissistic, if someone has a great six-pack and young girls have amazingly shaped bodies that they are showing off basically, they should cover up a little bit, you know,” said a gym owner on Irish radio whose comments have since gone viral and irritated plenty. Men can work out shirtless and semi-shirtless—for when those muscle tanks are cut up so much they show both the nips—but women can’t have a matching fit that highlights their physique? Are they just upset because men’s clothes aren’t as thematic and interesting as women’s? Do the guys just want cute matching sets, too? I’m trying to find an attainable solution.
What about at work or school? Hilarious question. We’ve all seen Legally Blonde. Next.
Women also can’t be hot on the beach, where they’ll be reprimanded for wearing bikinis no matter what age they are. A council in Greater Sydney announced recently it would be banning G-string bikinis at its public pools without providing further details about how the rule will be policed. Last summer, actress Sydney Sweeney received criticism for posting photos in a long-sleeve one-piece wetsuit because it had a bikini bottom: “Didn’t she say she didn’t want to be sexualized anymore?” and “Who on earth made this mid famous?” In her op-ed, “Women – don’t get larger, don’t get older, don’t have fun, don’t dare to wear a bikini” for The Guardian, Barbara Ellen described the array of ridicule women get for showing skin: “Is she wearing a bikini? At her age? At that weight? Shouldn’t she be in a one-piece? Isn’t it all a bit undignified? On and on it goes.”
It definitely takes a toll on the mental wellness of women. What spaces are we left in to just be hot in peace? Where can we go where we won’t get bullied into wearing something we don’t like, only to still receive slander from the opposite end where we’re not hot enough? The scrutiny of women’s clothing and skin exposure is just a breeding ground for shame, fear, and self-consciousness. How often do we feel unsafe or objectified on a daily basis, not even during times of shorts and tanks, but when we’re fully clothed head to toe? How often have we dealt with anxiety and reduced self-worth because some man opened his mouth? This pressure to dress “modestly” or “appropriately” undermines self-expression and contributes to internalized misogyny, ruining our mental health and body confidence. It’s something we’ve experienced for years before and will continue to for years to come.
It seems women are allowed to be hot anywhere that straight men are not present. If there are to be hetero-men present, there should be just one, and it should be your husband. If you’re single, and there are multiple men in the space, you’re still permitted to be hot, but in consequence, you will also have to be thirsty, immature, narcissistic, dumb, attention-seeking, and, above all, disreputable. And that’s just the way it goes for people with half a brain cell, apparently.
I do think, however, that getting men some more matching workout sets could be onto something. Maybe a lavender 5-inch inseam short and crop tank? Can we get a Nike collab with Ryan Gosling on this? Asking for a friend.
Brenna Sheets is a graduate student in Emerson College’s Writing and Publishing M.A. program. Her hobbies include going on long walks, watching bad television, reading, and writing.
Tags: body positivity, celebrity, cultural critique, entertainment, Fashion, self-love, Social Media, Summer, wellness, Women, writing