It all makes sense now. Calvin Klein’s Pete Davidson takeover, where the comedian hopped on Instagram Live to ask thousands of viewers if they were feeling “horny” while Machine Gun Kelly spoke about his penis, has now been assumed by Squid Game star HoYeon Jung – thus revealing the underwear brand’s latest strategy to wield star power. But then, hot rich people have been pillars of the New York label’s identity ever since Kate Moss and Marky Mark stood for Herb Ritts in the 90s. 

That association has since seen Justin Bieber, Shawn Mendes, Iris Law, Freddie Ljungberg, David Beckham, and Megan Thee Stallion step into CK’s signature y-fronts. Yet where their bulges got blown up on blockbuster billboards, the label’s new tactic seems to involve “handing over” its Instagram password – which sounds like less of a chore and no doubt delivers a steroid shot to the follower count. It’s little wonder as to why they hired Jung for the job, either, given her own fan base bounded from 400,000 followers to over 14 million in the first few weeks of Squid Game. 

The first to see the HoYeon Jung dollar signs, however, was Louis Vuitton, who raised the former model to global ambassador status following the success of the Korean Netflix series. In an era when celebrity ambassadorships are ten a penny – just about everyone has their own McDonalds meal and almost as many are “creative directors” – Calvin Klein has simply cut out the middleman and given the people what they want, which is to see famous people in their underwear on their newsfeeds with no prior warning. “You want to know what comes between me and my Calvins?,” Brooke Shields asked in 1980. “Nothing.” Not even a social media team.