Calvin Klein Enlists Rosalía to Fuse Pop Culture and Product Design

Quick listen: Rosalía stars in Calvin Klein’s Fall 2025 snake-filled campaign.

The Spanish hitmaker’s Calvin Klein debut comes with a serpent twist.

Rosalía has officially joined the brand’s roster of cultural icons, fronting the label’s Fall 2025 underwear campaign.

Shot by Carlijn Jacobs, the visuals pair the singer with an albino Burmese python in a series of striking portraits.

The campaign also introduces the new Icon Cotton Modal line, a collection with technical upgrades like a stitch-free waistband and bonded closures for comfort and breathability.

The debut marks Rosalía’s first Calvin Klein campaign.

She now joins a roster of Calvin Klein faces that includes Bad Bunny, FKA Twigs, and her ex, Jeremy Allen White, whose own campaign lit up social media last year.

Rosalía told PEOPLE that working with Calvin Klein felt like a milestone she had pictured for years.

"Honestly, it’s something I’ve always wanted to do… The campaigns from CK are ICONIC, so I’m beyond excited to be part of this one.

I also absolutely loved working with Carlijn Jacobs on this campaign; I adore her work!"

Calvin Klein has long been part of Rosalía’s everyday wardrobe, which made the campaign feel both personal and professional.

She described the chance to lead it as an honor and a milestone moment in her career.

Celebrity Power Meets Product Innovation

Calvin Klein underwear has long treated celebrity as a business tool, not just a casting choice.

Rosalía’s arrival signals the brand’s bet on her growing influence across music, fashion, and film.

Her campaign follows a pattern: a new face, a technical update to the line, and a global conversation sparked through provocative imagery.

Underwear remains one of Calvin Klein’s most important businesses within PVH Corp., its parent company.

Sales figures for the new collection haven’t been released, but the brand's approach is easy to see: refresh the product and anchor it in cultural conversation.

The U.S. lingerie and underwear market topped $23.2 billion in 2024 and is projected to reach $34.6 billion by 2030, fueled by comfort-led innovation and celebrity campaigns.

Calvin Klein aims to hold its legacy status while continuing to shape how underwear is perceived in popular culture.

Lessons for Brand Leaders

Rosalía’s Calvin Klein debut is more than a photo shoot.

It’s a signal that brands with heritage can still create global moments by mixing technical product storytelling with cultural icons who command attention.

For agencies and CMOs, the main lessons are these:

• Choose talent with influence across industries: Rosalía works in music, fashion, and now acting in Euphoria, which increases her value.
• Pair cultural icons with product news: Star power alone isn’t enough; CK tied Rosalía’s moment to the new Cotton Modal line.
• Keep visual identity consistent: The Jacobs shoot kept Calvin Klein’s minimalist roots intact, letting the star and product do the talking.

Celebrity campaigns burn bright, but they work best when they anchor a tangible product innovation.

That balance is why Calvin Klein’s ads become cultural flashpoints instead of passing stunts.

Our Take: Can Calvin Klein Still Own the Cultural Moment?

When I first saw the campaign images, I didn’t just see another celebrity in underwear.

I saw a brand that knows exactly how to use cultural timing.

Calvin Klein has always treated its underwear ads as cultural currency, and Rosalía’s debut keeps that tradition alive.

The visuals are striking, but the strategy underneath is straightforward: pair a global star with a new product line and let the conversation happen on its own.

It’s less about creating a viral stunt and more about reminding people that Calvin Klein still sets the tone in this category.

For another example of celebrity-driven fashion storytelling, see how Anthropologie teamed up with Camila Mendes for its Fall campaign.

From stitch-free waistbands to snake-slick visuals, these fashion marketing firms help brands connect technical storytelling to cultural heat.