After its iconic campaign with Bad Bunny, luxury fashion brand Calvin Klein unveiled its Fall 2025 underwear campaign this week featuring Grammy Award-winning Spanish artist Rosalia. Lensed by celebrated photographer Carlijn Jacobs, the fashion campaign integrates her bold sensuality into the visual storytelling.
Calvin Klein Fall 2025 underwear campaign
Across the campaign, Rosalia’s distinctive artistic energy is dialled up as she spotlights the new Icon Cotton Modal, featuring a stitch-free Infinity Bond waistband, bonded hook and eye closures for a smoother silhouette and breathability. She is also featured in new Heritage Cotton styles that reimagine Calvin Klein’s logo waistband through a vintage lens, as well as in the Perfectly Fit bra and bikini, designed for elevated, everyday comfort.
On the campaign, Rosalia said in an official statement, “Calvin Klein underwear has been a staple in my wardrobe for years. I love the brand and it’s an honor to be in the campaign.” Rosalía has also starred in campaigns for Skims, Acne Studios, MAC Cosmetics and Dior. In July, she was also announced as a brand ambassador for New Balance.
The campaign launched on September 9, 2025 with campaign content rolling out on @calvinklein social channels. Fall 2025 women’s underwear is now available on calvinklein.com. This release follows Calvin Klein’s recent campaigns featuring athletes Jalen Green and Trent Alexander-Arnold, launched last week.
RELATED NEWS
Calvin Klein unveils campaign with Bad Bunny
Calvin Klein Appoints David Savman As Global Brand President
Calvin Klein Fall 2025 underwear campaign
Calvin Klein’s iconic SS25 Campaign with Bad Bunny
For Spring 2025, Calvin Klein introduces Puerto Rican singer Bad Bunny as the face of their Icon Cotton Stretch underwear. Shot by legendary lensman Mario Sorrenti, the campaign is all about sensuality and star wattage. Set to his hit song EoO, the Grammy Award winner owns the look in both black and white briefs, and tattoos, against a mirrored backdrop. The Calvin Klein campaign with Bad Bunny is considered iconic because it features the superstar showcasing the brand’s new Icon Cotton Stretch underwear in a sensual way, amplified by his presence and global status. The campaign also celebrates his cultural influence and connection with his loyal fanbase, making it more than just a product advertisement – it is a cultural moment.
“What makes this campaign next level breakthrough is not just that Benito is one of the most talented artists of our time (with over 80 billion streams only on Spotify), and that it is shot by Mario Sorrenti… it is also featuring a completely new product introduction – the Icon Cotton Stretch,” explains Stefan Larsson, Chief Executive Officer at PVH Corp, on LinkedIn. “This has been in the works for some time now, seeing it finally come to life has been gratifying,’ Bad Bunny said in a statement. “I’m excited and grateful for the opportunity to be part of this brand’s iconic campaign, and getting to shoot it in Puerto Rico made it that much more special and genuine.”
About Calvin Klein
Born and bred in The Bronx, Calvin Richard Klein launched his first company in 1968, a coat shop in Hotel York, when childhood friend Barry Schwartz gave him $10,000. He inked a deal with department store Bonwit Teller for his debut collection and soon Bergdorf Goodman and Saks took notice and placed orders. Calvin Klein Ltd. reportedly grossed a million dollars in its first year of business. Calvin Klein appeared on the cover of Vogue in September 1969 and there was no looking back.
Today Calvin Klein is one of the leading global fashion lifestyle brands with a history of bold, non-conformist ideals. The brand’s minimalist and sensual aesthetic encourages limitless self-expression. With global retail sales approximately $9 billion in 2023, its brands — CK Calvin Klein, Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Performance — are connected by the intention of elevating everyday essentials to iconic status. All products are underpinned by responsible design and high-quality construction.
The expansion into body-confident shapewear solutions marks a significant move for Calvin Klein, extending its underwear expertise into a new, popular and growing market segment. The global shapewear market was estimated at $2.73 billion in 2024 and is expected to reach USD 3,538.3 million by 2028, per Grand View Research.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
