Talk ’90s to me Calvin Klein! The brand that made Kate Moss into the ’90s It Girl
Feb 9, 2026
Sali Hughes, Guardian beauty columnist and Beauty Banks co-founder, chats fashion and 1990s beauty. She breaks down Calvin Klein’s minimalist ads, the rise of Kate Moss and Mark Wahlberg moments. They explore CK One’s unisex craze, slip dresses, and how bold marketing rescued the brand. Stylish, nostalgic and sharply observed.
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They Paid To Keep The Poster Stolen
- Calvin Klein let vandals keep smashing bus-shelter glass for a provocative Tom Hint billboard.
- The company paid the replacement costs because the thefts were great publicity.
Kate Moss Felt Intimidated On Set
- Kate Moss felt uncomfortable during the Marky Mark underwear shoot because of the power dynamics and age gap.
- The contrast between her waif look and his hyper-masculinity made the ad unsettling in retrospect.
Democratic Minimalism Replaced Power Dressing
- CK's 90s imagery embraced undone, democratic cool that displaced power dressing.
- That aesthetic shift influenced fashion, fragrance pricing, and retail positioning long-term.