14 Fashion Campaigns Feeding Our It-Boy Obsession

Throughout history, it-girls were always joined by their equally captivating counterparts -- the it-boys. From Brad Pitt, Leonardo DiCaprio and Idris Elba to Ryan Gosling, Jamie Foxx and Channing Tatum, these actors were the boy crushes of their generations. It's a natural phenomenon -- we see celebrities in the spotlight and swoon over their undeniable charm. Capitalizing on this allure, fashion brands cleverly weave these it-boys of the moment into their campaigns, bottling a little of that magic.

What defines these it-boys is how they first captured our attention. Many of their breakout roles brimmed with sexual tension, playing romantic leads that fuelled our fantasies. These performances punctuated their charm and the fashion industry stepped in to amplify their appeal.

Take Tatum for instance -- even before his Hollywood rise, he was already involved in fashion. Starting as a model and dancer, he walked in shows for Sean John, Marc Ecko and Phat Farm at New York Fashion Week in 2003 and even modeled for Abercrombie & Fitch. For DiCaprio, his effortlessly cool '90s paparazzi looks remain a go-to for any boy-crush moodboard. Then, there's Brad Pitt. His iconic 1999 Rolling Stone cover, styled in feminine silhouettes, challenged gender norms ahead of his film, Fight Club and added to his allure. That cover walked so modern it-boys like Harry Styles could run, proving that high fashion is the perfect stage for turning heartthrobs into ultimate boy-crush idols.

So, who are our latest it-boys? Without a doubt, this new generation includes Paul Mescal, Jacob Elordi and Jeremy Allen-White -- actors who broke out in roles charged with undeniable allure before becoming staples in high fashion. Now, we might have another to add to the mix -- Harris Dickinson.

Dickinson's rise feels inevitable. From the raw, magnetic energy of Beach Rats to the smoldering intensity of Babygirl, he's mastered provocative roles that linger in our memory. Who can forget that scene in Babygirl -- shirtless, dancing to George Michael's "Father Figure?" It's no wonder that Prada snapped him up as the face of its campaigns. He's been inseparable from the brand lately -- fronting its Spring/Summer 2025 campaign, wearing Prada while promoting his latest film and turning heads at its menswear show this Milan Fashion Week.

Ultimately, fashion amplifies our obsession with these stars. Each campaign, runway appearance and magazine cover cements their appeal and earns them a permanent spot in our imagination.

Below, we curate a list of our favorite it-boys leading the fashion scene -- scroll down to discover their standout style moments.

Paul Mescal for Gucci

Mescal shot to fame as Connell in Normal People, with his quiet charm making him the internet's dream Irish boyfriend in 2021. While his acting career soared, internet culture propelled him into the world of fashion, where he fit in effortlessly. By 2023, the actor became a Gucci brand ambassador, starring in the brand's 70th-anniversary Horsebit 1953 loafer campaign. Gucci knew exactly what it was doing -- dressing him in a slightly cropped white tee that cheekily revealed a hint of midriff. The perfect mix of playful and irresistible, just like Mescal himself.

Jacob Elordi for Bottega Veneta

Elordi first caught out attention in The Kissing Booth, but it was Euphoria that truly solidified his star power. Sure, we all loathed Nate Jacobs, but off-screen, Elordi proved he was nothing like his on-screen alter ego -- charming, grounded and exactly the dreamy boy we all need. His attraction only deepened in 2023's Saltburn, where the Australian actor nailed the posh British "rah" vibe as Felix, complete with an eyebrow piercing. In May 2024, Bottega Veneta officially tapped the actor as its brand ambassador. Since then, the 6'5" Aussie star has become a fashion-week fixture, closing out 2024 with Margot Robbie in Chanel No.5's cinematic short film, See You at 5.

Jeremy Allen White for Calvin Klein

The Brooklyn-born actor entered the public eye in his early 20s, landing the role of Phillip Gallagher in Shameless back in 2011. Now at age 33, like fine wine, he's gotten better with age, exuding a rugged masculinity that fans can't resist. His rough, hunky charm stole hearts again as Carmy in The Bear -- a vibe he carried effortlessly into last year's Calvin Klein underwear campaign. We had nothing to say other than -- yes, chef.

Bad Bunny for Jacqueumus

Bad Bunny's style has come a long way, evolving from laidback ripped jeans and Hawaiian shirts to designer suits and bold printed leather jackets. His fashion journey reached new heights when he starred in Jacquemus' "LE SCULPTURES" campaign early last year. Draped in the brand's minimalist, flowing silhouettes, the Puerto Rican rapper posed on top of the sculptures -- quite literally transforming into a work of art.

Usher for SKIMS Men

Much like Jeremy Allen-White for Calvin Klein, Usher stripped down for SKIMS' menswear debut. While Allen-White went for a smoldering intensity, Usher brought a playful charm to the campaign, grinning ear to ear as he playfully peeled off a crisp white SKIMS tank top. Decked out with glinting diamond earrings, chains and a razor-sharp fade, he radiated irresistible boyfriend energy. Plus, we can't forget his steamy Las Vegas residency in 2023. Who else could serenade A-list fans like Jessica Alba and Doja Cat and leave them swooning?

BTS' Suga for Valentino

While cementing his music career, BTS' Suga also carved out a place for himself in the fashion world, notably with Valentino. In 2023, he was appointed as a Valentino DI.VA -- the brand's prestigious term for its ambassador -- and went on to star in its menswear campaign, "The Narratives."

Timothée Chalamet for Chanel Beauty

Timothée Chalamet was one of the first it-boys of this generation. Rising to fame with his roles in Call Me By Your Name, Lady Bird and Bones and All, he grew up in the public eye throughout his 20s. In 2023, Chanel Beauty made him its new boy-babe, tapping into his effortlessly charming vibe for the "Bleu de Chanel" fragrance campaign. A year later, he starred in a short film for the brand, directed by Martin Scorsese -- cementing his status as both an it-boy and a fashion figure.

Micheal Ward for Calvin Klein

Micheal Ward rose to fame as Jamie in Top Boy and after the final episode aired in mid-2023, he starred in Calvin Klein's Spring 2024 campaign, spotlighting its "Monochromatic Summer" collection. Calm and collected in an all-white linen and chino outfit, Ward perfectly embodied the laid-back, summer-in-the-city vibe. He's also crossed into the luxury arena by attending runway shows such as Burberry and Dior.

BTS' V for Celine

Another BTS member to land a major brand ambassadorship is Tae Hyung, better known as V. Alongside other K-pop stars, V became a brand ambassador for Celine. When the news broke, he appeared on the cover of three different issues of ELLE Korea, officially earning the title of the brand's newest "CELINE boy."

Archie Madekwe for Loewe

Alongside his role in Saltburn with Jacob Elordi, Archie Madekwe starred in Loewe's Fall/Winter 2024 pre-collection campaign, photographed by Juergen Teller and creatively directed by Jonathan Anderson. He was also spotted front row at the brand's SS25 Paris Fashion Week show, dressed head to toe in Loewe. The Saltburn star? Total it-boy energy.

Troye Sivan for Prada

It wouldn't just be an oversight to leave Troye Sivan out of the it-boy conversation -- it'd be an outright crime. The South African-born musician rose to fame on YouTube but skyrocketed globally with his 2023 album, Something To Give Each Other. While every track hit the mark, "One of Your Girls" -- with its Ross Lynch cameo, was the showstopper and sparked full-blown bi-panic. Since then, Sivan has been everywhere. As Prada's ambassador, he stunned in its SS24 campaign and owned every fashion show he attended. He's also Rabanne's global makeup ambassador and brought playful charm to GAP's FW24 campaign.

Sang Heon Lee

South Korean actor Sang Heon Lee, best known as Min Ho in Netflix's XO, Kitty (which you absolutely need to watch -- if only for him,) is catching attention both on and off-screen. Recently, he's ditched his shorter locks for a shoulder-length haircut and honestly, it's a look -- we're obsessed.

However, it's not just his acting talent in the spotlight. He's making his way into the fashion world too, especially this season, with an appearance at Jacquemus' PFW show.

Travis Scott

33-year-old rapper Travis Scott has been making music since 2008, so he's no stranger to the spotlight. Over the years, he's become a regular at fashion shows, but last season, he took it a step further -- opening VETEMENTS' SS25 show. In a smoke-filled room, packed with celebrity models, Scott hit the runway in a striking motor-inspired look -- a black moto jacket and matching trousers, dripping with his signature dark style.

Mahmood

Italian singer-songwriter Mahmood isn't just about the music -- he's proving he can command a runway too. At Willy Chavarria's SS25 show during NYFW, the 32-year-old strutted down the catwalk in an all-black ensemble -- a sleeveless leather zip-up jacket (worn bare-chested, of course) utility-style trousers, a carabiner detail and a sleek black man bag. Mahmood served pure confidence and total hot boyfriend energy. Styled to perfection by Willy Chavarria, he gave us everything we didn't know we needed.

For more news on it-boys in the fashion space, read about 10 male fragrance ambassadors we'd love a lookalike contest for.

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