By Suzanne Kapner

Before playing John F. Kennedy Jr. in "Love Story," the actor Paul Anthony Kelly was a prolific catalog model -- and retailers from L.L. Bean to Kohl's are milking the moment.

"We knew him when...," goes the caption of an L.L. Bean TikTok post showing Kelly in the brand's signature outdoor gear, including a rain jacket, hoodie and fleece. Tapping in to the frenzy for all things Kennedy and '90s nostalgia, it adds: "From the catalog to the screen -- it's nice to see a familiar face."

Kohl's put together an Instagram post of photos of Kelly modeling its Sonoma brand shirts, which were shot in 2025 for its website. "Have a feeling these styles are gonna get all the love," Kohl's says in the post.

It isn't unusual for brands to capitalize on television or movie cameos, and the hit FX limited series provides plenty of opportunities for J.Crew, Calvin Klein and other '90s-ascendant labels. Rarer, though, is when one of the stars is the product placement.

The 37-year-old Kelly, who modeled for popular brands like Brooks Brothers, Bonobos and Banana Republic, has given them plenty of material to work with. He toiled for years in relative obscurity walking the catwalks of fashion shows and posing for catalog shoots before landing his star-making role on "Love Story."

It isn't clear what effect the marketing push is having on sales. But Kohl's social-media efforts are seeing stronger-than-usual engagement, a spokeswoman said. As of this week, its post of Kelly had 2,500 "likes" and more than 70 comments. Spending in Kohl's stores jumped in mid-March around the time it posted the photos on Instagram, according to Advan Research, which tracks purchases on 120 million credit and debit cards. Kohl's online sales over the month fluctuated, Advan said.

The reposted L.L. Bean photos of Kelly were taken in 2022 and 2024 and appeared in the brand's catalog and on its website, according to company spokesman Jason Sulham. L.L. Bean didn't link to product shots in its post and isn't tracking sales of those items, Sulham said. Its TikTok post generated more than 4,800 likes and 33 comments.

Kohl's and L.L. Bean already owned the rights to the content they reposted, according to the companies. Another brand Kelly modeled for, Bonobos, decided against purchasing additional usage rights for a 2025 summer advertising campaign that featured Kelly, according to Allie Omdahl, a spokeswoman for the brand. Shoppers, however, can still see old images of the actor on Bonobos's website modeling a $1,200 Italian wool suit among other items.

And other retailers are refraining entirely from plugging their connection to Kelly. Brooks Brothers isn't reposting its photos or promoting its association with him, a spokesman said -- even though JFK Jr. was a longtime customer of the blue-blooded brand.

A representative for Kelly didn't respond to requests for comment.

Brands are also pushing their connection to Sarah Pidgeon, who plays Carolyn Bessette.

A separate Kohl's Instagram post features a model who looks like Pidgeon. The model is riffing on Bessette's minimalist look, wearing red lipstick, a simple gray cardigan and black pants.

"We're taking style tips from *that* '90s fashion icon," the post says. "Which look are you trying first?"

Bessette had also been photographed with L.L. Bean's "Boat and Tote" canvas bag, and Pidgeon carries it in the show. An L.L. Bean Instagram post features the bag sitting on a rock by the sea with the words: "A classic love story, a classic tote."

"Love Story" fans are also posting about the bag. In one TikTok video, a woman poses with the L.L. Bean tote stuffed full of clothes. The caption: "The way I want to pack just one tote bag like Carolyn Bessette for a weekend away v. what I actually packed."

After a scene of Pidgeon wearing J.Crew's 1988 cotton rollneck sweater aired, the brand's creative director, Olympia Gayot, posted a shot of the actress in the sweater on Instagram, with the words, "A Rollneck$(TM)$ for every Love Story." The retailer still sells the original version plus updated styles of the sweater.

Calvin Klein, where Bessette worked before marrying JFK Jr. in 1996, has a "90s Edit" on its website that showcases sheath dresses, white button-down shirts and other minimalist looks from the era.

The home page of its website features a model who bears a resemblance to Kelly -- not Kelly styled to look like JFK Jr. but with a curly mop of hair. A Calvin Klein spokeswoman said that the doppelgänger is a coincidence and that the photos were taken in November, before "Love Story" aired.

Write to Suzanne Kapner at suzanne.kapner@wsj.com

(END) Dow Jones Newswires

April 07, 2026 06:00 ET (10:00 GMT)

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