Calvin Klein chooses Rosalía as new campaign face

Published

September 10, 2025

Calvin Klein joins Rosalía in its new campaign. The American brand has chosen the Spanish singer, author of “El mal querer” and “Motomami,” as the face of its underwear collection for this fall.

Calvin Klein (Carlijn Jacobs)

Photographed by Carlijn Jacobs, the campaign “fuses bold sensuality with a surreal visual narrative,” the brand explains. Rosalía appears in the images wearing different designs from Calvin Klein’s underwear collection (including its new “Icon Cotton Modal” line), and she does so in a bathtub, accompanied by a snake or, in a more urban style, wearing baggy jeans over the brand’s garments.

“Calvin Klein underwear has been a staple in my closet for years. I love the brand, and it’s an honor to be in the campaign: it feels like a moment of closure,” said the singer.

Rosalía, who last July was presented as New Balance’s global ambassador, makes her debut with the brand with this campaign and joins other global stars that the firm has bet on in recent months, such as singer Bad Bunny, actor Jeremy Allen White, and performer Camila Morrone.

Calvin Klein is part of the PVH group together with Tommy Hilfiger. Founded in New York in 1968, it includes under its label the brands CK Calvin Klein, Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Performance. Financially, according to the latest figures provided by PVH, Calvin Klein increased its turnover by 5% to 980 million dollars in the second quarter of its fiscal year.

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Calvin Klein chooses Rosalía as new campaign face

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