Singer Rosalía is the latest star of Calvin Klein's now legendary underwear ads, just as Jeremy Allen White did last year, and, some time ago, Kate Moss and Mark Wahlberg, among many others. Another campaign that, apart from the brand's recognizable logo clearly visible on the underwear's elastic, uses normative bodies—thin, toned, Caucasian, young, without disabilities—as a clear example of a fundamental maxim in advertising: sex sells. According to a study by the Journal of Advertising (2018), more than 60% of fashion and lingerie ads still use hypersexualized bodies to attract attention, a trend that shows that, despite some progress, the "perfect" body remains a key selling point. But when did fashion become so closely linked to sexuality?