Global music sensation Rosalía is the new face of Calvin Klein's Fall 2025 underwear campaign, titled "Rosalía Turns It Up." This collaboration merges music and style, highlighting Rosalía's dynamic presence and Calvin Klein's signature aesthetic. The campaign, photographed by Carlijn Jacobs, features Rosalía in evocative poses, showcasing her personal magnetism and the brand's latest offerings.
Rosalía is featured in pieces from the new Icon Cotton Modal line, characterized by its seamless design and heat-bonded closures for enhanced comfort and a sleek silhouette. She also models updated Heritage Cotton styles, which reinterpret the brand's iconic logo waistband with a vintage sensibility. Adding an auditory dimension, an unreleased track by Rosalía, "De madrugá," serves as the campaign's soundtrack. This song was previously performed live by Rosalía in 2019 during her 'El Mal Querer' tour, building anticipation for its official release.
Calvin Klein's selection of Rosalía underscores her status as a contemporary cultural influencer, known for blending musical genres and visual styles. Her authentic expression and message of female empowerment align with the brand's commitment to connecting with a youthful and diverse audience. This move is consistent with Calvin Klein's strategy of leveraging high-profile collaborations to increase visibility, a tactic previously successful with figures like Kendall Jenner and Jennie Kim.
Founded in 1968, Calvin Klein is recognized for its minimalist yet sensual aesthetic and its history of bold, non-conformist ideals, aiming to transform everyday essentials into globally iconic pieces. The campaign officially launched on September 9, 2025, and is available on Calvin Klein's website and social media channels. Photographer Carlijn Jacobs is known for her distinctive style, blending observations of mass culture with artistic influences, often incorporating dark undertones and playful surrealism.
Calvin Klein's marketing strategy targets a demographic that values authenticity, individuality, and modern aesthetics, primarily focusing on young adults aged 15-40. The brand's commitment to inclusivity and its engagement with younger generations through social media and collaborations with artists like Rosalía solidify its position as a relevant lifestyle brand. In 2024, Calvin Klein's global retail sales reached approximately $9 billion, reflecting its significant market presence and success in digital platforms and marketing campaigns.