Calvin Klein Fall 2025 Underwear Ad Campaign

Review of Calvin Klein Fall 2025 Underwear Ad Campaign with Photographer Carlijn Jacobs with Talent Rosalía

Calvin Klein’s Fall 2025 campaign continues the brand’s tradition of blending minimalism with contemporary cultural resonance, this time through the lens of Grammy-winning Spanish singer Rosalía. Photographed by Carlijn Jacobs, the campaign presents the singer as both muse and collaborator, balancing sensuality with an undercurrent of playful surrealism—a nod to Calvin Klein’s enduring ability to fuse the familiar with the unexpected. Rosalía’s presence is magnetic, a natural extension of her personal style, and a reminder that modern underwear campaigns are as much about attitude as they are about fit.

The visual narrative plays with contrast: crisp, understated underwear silhouettes are paired with a highly stylized set of compositions that inject intrigue into what might otherwise be straightforward product imagery. In one striking tableau, Rosalía is paired with a python, a choice that brings subtle tension and spectacle to the frame without overshadowing the core product. Jacobs’ photography emphasizes texture, line, and proportion, giving each garment—whether the stitch-free Infinity Bond waistband of the Icon Cotton Modal or the vintage-inspired Heritage Cotton styles—a sense of intentionality that feels both modern and tactile.

From a design perspective, the campaign underscores Calvin Klein’s continued focus on functionality married with aesthetics. The Icon Cotton Modal line features bonded closures and seamless construction for a smooth fit, while the Perfectly Fit bras and bikinis prioritize everyday comfort. The Heritage Cotton pieces evoke a subtle nostalgia through their waistbands, highlighting the brand’s ability to innovate while honoring its design DNA. This duality—modern engineering with a nod to heritage—reflects Calvin Klein’s ongoing dialogue between practical wearability and aspirational minimalism.

In terms of storytelling, Rosalía’s persona drives the narrative with effortless confidence. Her body language, facial expressions, and interactions with the set and props communicate individuality and charisma, giving the garments a dynamic life beyond the catalog. The campaign succeeds in balancing the surreal and the intimate, the striking and the wearable, without sacrificing clarity or focus. There is, perhaps, an opportunity to push even further into narrative cohesion—more varied environments or a stronger throughline between images could elevate the surreal aspects while deepening the contextual resonance.

Ultimately, Calvin Klein Fall 2025 demonstrates how underwear campaigns can remain culturally relevant without resorting to gimmick. Rosalía anchors the collection with a sense of personal style, confidence, and modernity, while Jacobs’ direction ensures that every fold, seam, and shadow is meticulously considered. It’s a campaign that celebrates both the product and the performer, reminding viewers that contemporary underwear is a stage where comfort meets identity. In the end, whether it’s the seamless Infinity Bond or the playful inclusion of a python, Calvin Klein keeps the spotlight precisely where it should be: on garments that fit beautifully—and on the woman wearing them.