Dakota Johnson becomes Calvin Klein’s new ‘It’ girl as Carolyn Bessette-Kennedy style resurges

Dakota Johnson has been unveiled as the latest face of Calvin Klein, with the Hollywood actor fronting the brand’s spring 2026 campaign in a sleek new shoot that is already generating buzz online.

The Materialists star was introduced as the American label’s newest ambassador on Monday, alongside the release of a campaign video directed by Gordon von Steiner that leans into a relaxed California-inspired aesthetic.

In the campaign visuals, Johnson models a range of Calvin Klein denim and underwear pieces while lounging inside a mid-century modern home. The video shows her reading a script in the sunshine, playing pool in Calvin Klein underwear and dancing across a bed in loose blue jeans.

The reveal was teased on social media before the official announcement. Calvin Klein posted two campaign images with the caption “a new icon will be revealed”, prompting fans to speculate about the mystery star. Many quickly guessed it was Johnson after spotting her distinctive back tattoo.

Speaking in the campaign’s press release, Johnson said the brand’s pieces have a timeless appeal.

“Calvin Klein jeans and underwear have a timeless quality that makes everything feel right the moment you put them on,” she said.

“When a woman is alone at home working or reading or doing whatever, it can feel quite liberating and sensual. Channeling that energy and pairing it with Calvin Klein’s iconography felt both singular and classic.”

Johnson added that the campaign reflects a message of comfort and confidence.

In an interview with Elle, Johnson said collaborating with Calvin Klein felt natural at this stage of her life.

“Working with Calvin at this moment feels very symbiotic with where I am currently,” she said.

“I’m at a place in my womanhood where I feel quite calm and centred. I spend a lot of time at home and I feel comfortable in my body. Doing the denim and underwear campaign in a tone of laid-back sensuality felt like a truth of where I’m at right now.”

The actor also reflected on how clothing can shape confidence and self-expression.

“The sexiest clothing items are the ones that make you feel good in your body,” she said. “Feeling good in clothes changes your energy and physicality.”

Johnson joins a growing list of celebrities who have starred in Calvin Klein campaigns, including Justin Bieber, Hailey Bieber, Kendall Jenner, Kaia Gerber, Megan Thee Stallion and Jennie Kim. Earlier icons associated with the brand include Brooke Shields, Mark Wahlberg and Kate Moss.

Interest in Calvin Klein has surged again following the release of Love Story, the FX series about John F. Kennedy Jr. and Carolyn Bessette-Kennedy. The late fashion icon, who worked as a Calvin Klein publicist in the 1990s, has become the centre of a viral style revival online, with fans obsessing over her minimalist “CBK method” wardrobe.

Bessette-Kennedy’s understated fashion sense, often built around Calvin Klein’s clean lines and neutral tones, has resurfaced as a major inspiration across social media, bringing renewed attention to the brand just as Johnson steps into her role as its newest campaign star.