On Monday afternoon, Calvin Klein changed its Instagram profile picture to a photo of Pete Davidson, wearing an impish grin and a CK-branded baseball cap. The account’s bio was switched to read, “Pete here.” Later, a mirror selfie of Davidson in a logo T-shirt appeared with the caption, “I got Instagram.” (The comedian himself doesn’t have a personal IG account these days.) Come nightfall, Pete and his buddy, Machine Gun Kelly, had hopped onto the brand’s Instagram Live, where they sat in a luxe living room, stripped down to white CK white briefs, and cracked jokes about their penises. This afternoon, the account reposted the same mirror selfie from yesterday, this time captioned, “this shit’s confusing.”
Is it ever! Now, the question remains: why is Calvin Klein letting Pete Davidson go nut-nut on the business account?
The simple answer is: it’s good advertising. And it’s not quite as strange as it seems. CK’s got a history of saucy marketing (“You want to know what comes between me and my Calvins? Nothing.”) and of deploying of-the-moment scumbros in those ad campaigns (Mark Wahlberg, Justin Bieber). Pete’s also been upping his marketing game this year, starring in ads for brands from Moose Knuckles winter jackets to Smartwater. Not to mention, shitposting on the internet in your underwear is a time-honored tradition.
One way this could get racier is if Pete ups the ante with these guest appearances. Pete’s rumored fling Kim Kardashian, you might remember, starred along with her sisters in a few Calvin Klein campaigns back in 2018. Though she’s got her own line of undergarments and loungewear these days (which Davidson himself has been spotted wearing), it’s not out of the question to wonder if we might finally get confirmation of Pete and Kim’s rumored dalliance during this mysterious takeover. Only time will tell.