At a Glance
- Jackson White reveals how his Calvin Klein Valentine’s Day shoot with Grace Van Patten was staged.
- The campaign dropped on Jan. 20 and quickly went viral.
- White and Van Patten discuss the role of an intimacy coordinator and the choreography of the steamy scenes on Jan. 21.
- Why it matters: Fans and fashion insiders learn how a high-profile brand turns real-life romance into a viral marketing hit.
Jackson White spilled the details of his new Calvin Klein Valentine’s Day campaign during a Jimmy Kimmel Live appearance, explaining how the steamy shoot with his real-life girlfriend Grace Van Patten was carefully choreographed and staged. The campaign, released on Jan. 20, featured the couple in the brand’s limited-edition collection and quickly went viral. In the interview on Jan. 21, White discussed the presence of an intimacy coordinator and the creative decisions behind the photoshoot.
Behind the Scenes
Jackson White described how the shoot was more controlled than it appeared. He noted that the couple’s natural chemistry was tempered by the need to follow directions from the coordinators and the constraints of the clothing.
- The intimacy coordinator was present on set, ensuring safety and comfort during the steamy moments.
- The couple had to pose “sweetly” and “date-like,” but the director would frequently call “cut,” prompting adjustments to the underwear placement.
- A male crew member, humorously referred to as “Tucker,” handled the wardrobe changes.
Campaign Highlights
The Calvin Klein campaign, titled “Our Calvins,” showcases new products such as the men’s Icon Cotton Stretch and the women’s Icon Cotton Modal Unlined Bralette.
- Men’s Icon Cotton Stretch
- Women’s Icon Cotton Modal Unlined Bralette
- Limited-edition Valentine’s Day collection
From Screen to Real Life
Jackson White and Grace Van Patten first met during auditions for the Hulu series “Tell Me Lies” three years ago. In the show, they play college students Stephen DeMarco and Lucy Albright, a couple who “give new meaning to the word ‘toxic’.” In real life, the pair describe themselves as “way less dramatic,” according to Van Patten.
Timeline
| Date | Event |
|---|---|
| Jan. 20 | Calvin Klein campaign released |
| Jan. 21 | Jimmy Kimmel Live interview |
| Aug. 19, 2025 | Photoshoot in New York City |
| Aug. 2025 | Van Patten interview with News Of Los Angeles |
Jackson White said, “There was an intimacy coordinator on set, actually.” Grace Van Patten told News Of Los Angeles in August 2025, “We’re way less exciting than Lucy and Stephen.” The couple’s real-life romance and on-screen chemistry were highlighted during the interview, with White noting that the shoot was “a lot less organic” due to the mechanics of the clothes and the directions from the coordinators.
The campaign, shot and directed by Zora Sicher, features the couple sharing kisses, showering, and snuggling in their skivvies. The photos quickly spread across social media, turning the brand’s limited-edition collection into a viral sensation. Fans praised the candid portrayal of intimacy, while fashion analysts noted the strategic use of a real-life couple to enhance authenticity.
Takeaways
- The Calvin Klein team leveraged a real-life relationship to create a compelling marketing narrative.
- Intimacy coordinators play a crucial role in ensuring safe and authentic portrayals of romance.
- Strategic choreography and wardrobe adjustments can transform a seemingly spontaneous shoot into a polished, brand-aligned campaign.
