Rosalía Becomes the New Face of Calvin Klein: A Match Written in Iconic Underwear Elastic
- Sep 17, 2025
- 2 min read
When Rosalía does something, the world watches, and this time, she’s stripped down to bare essentials for her latest role as Calvin Klein’s brand ambassador. The Spanish powerhouse has never been one to shy away from pushing creative boundaries, and this campaign proves why she’s become a global style icon.
Photographed by Carlijn Jacobs, the visuals combine Calvin Klein’s classic minimalism with dreamlike surrealism: a bathtub drenched in water, moody close-ups, and yes, even a Burmese python wrapped across her body. It’s sultry, daring, and unapologetically Rosalía.
Calvin Klein has always had a reputation for creating moments, Marky Mark’s boxers, Kate Moss’ iconic ads, and Kendall Jenner’s contemporary cool. But Rosalía’s presence feels like something else:
It’s authentic. She’s worn Calvin Klein underwear for years, calling it a “staple” in her own wardrobe. This is less partnership, more personal ritual gone public.
It’s global. From Barcelona to Brooklyn, her reach cuts across languages, genres, and cultures, perfect for Calvin Klein’s modern international appeal.
It’s bold. By pairing sensuality with surrealism, this campaign is less about showing skin and more about showcasing fearlessness.
Rosalía’s Fashion Power Play
This ambassadorship isn’t just another feather in her already diamond-studded cap, it cements Rosalía as a multi-hyphenate cultural force. Her 2022 album Motomami reinvented what Latin pop could sound like. Her style, oversized streetwear one day, flamenco-inspired couture the next, has kept fans and fashion editors guessing.
With Calvin Klein, she adds another layer to her portfolio: the fashion disruptor. Much like her music, she’s blending raw emotion with polished aesthetics, and the campaign whispers to fans: underwear is not just a necessity, it’s an extension of identity.
Calvin Klein’s Strategy: Music Meets Minimalism
For Calvin Klein, the Rosalía effect is strategic brilliance. Music has always been a cultural heartbeat for the brand, and Rosalía represents the new era of global sound and style. By choosing her, CK isn’t just appealing to Spanish speakers or music lovers, it’s tapping into a generation that lives and breathes cross-cultural fusion.
This is underwear as empowerment, elastic waistbands as statements, and brand heritage re-written in Rosalía’s voice.
Rosalía for Calvin Klein isn’t just an ad, it’s a moment. A mood. A manifesto. It’s the type of partnership that makes fans not just scroll, but screenshot, share, and shop.
Because if fashion has taught us anything, it’s this: the best campaigns don’t just sell clothes. They tell stories. And Rosalía’s story feels stitched into every seam of Calvin Klein’s iconic elastic.
The Uncommon Breed
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