A highly praised new album. A sold-out show in his hometown at the Coliseo de Puerto Rico. It was a memorable performance on one of the year’s largest stages. Yep—2025 is officially the year of Bad Bunny. The Puerto Rican icon—musician, actor, fashion innovator, activist, and even a legitimate pro wrestler (because why not?)—has never really gone unnoticed, but recently? Benito is omnipresent, and the world craves more of him.
His sixth solo album, Debí Tirar Más Fotos, was released on January 5th and immediately created a buzz. It represents a daring, soulful exploration of Puerto Rican musical traditions, with both fans and critics praising it as one of his most genuine—and finest—works to date. Since its launch, he has embarked on an energetic promotional tour, making surprise appearances at NYC subway stations alongside Jimmy Fallon and tackling the challenges on Hot Ones (although he tapped out early on the spicy wings, his charm remained undeniably radiant).
And now? He’s taking it off for Calvin Klein.
Multi-platinum recording artist and 3x Grammy Award-winner Bad Bunny has officially donned the Icon Cotton Stretch Underwear (USD $49.95) for the brand’s Spring 2025 campaign—photographed by legendary photographer Mario Sorrenti. The visuals? Pure fire. Benito appears “immersed by sensuality” in every frame, exuding that signature Calvin Klein cool. Unsurprisingly, the internet reacted with a total meltdown.
This campaign elevates him to the level of CK royalty—featuring Jeremy Allen White, Justin Bieber, Jeremy Pope, and the original Mark Wahlberg. In a year when his music has embraced raw emotion and cultural roots, there’s a certain poetry in his openness within a campaign celebrated for its minimalist approach.
Naturally, looking the part required significant dedication. “I had a whole routine focused on my physique and getting into the best shape for this campaign,” he shared with GQ. Clean eating. Intense training. No cheat meals—even while surrounded by his favourite restaurants in New York City. However, for Bunny, it was about more than just the physical aspects.
He personalised the campaign by infusing it with what he knows best: music. “The easiest and most impactful way for me to add my signature to any project is always through music,” he explained. With Debí Tirar Más Fotos showcasing Puerto Rican identity, it felt right to score the campaign film with “EoO,” one of the standout tracks. “I truly believe that the best way to make an impact is by being genuine, authentic, and the best version of yourself—that’s exactly what my latest album embodies.”
And as if that weren’t enough, he’s also going to be a caddie in Happy Gilmore 2 with Adam Sandler. Naturally, Bad Bunny is jumping from steamy campaigns to golf comedies.
