Calvin Klein recalibrates denim and underwear Strategy with an upbeat global ambassador plan

2025 marked a decisive reset for Calvin Klein. Long synonymous with a distinctly American visual language, the brand sharpened its focus on two foundational categories—underwear and denim—while expanding its cultural reach through a new generation of international ambassadors. The strategy delivered early results, with Calvin Klein closing the third quarter of 2025 up 2 percent year-on-year.

Anchored in New York iconography and the restrained minimalism of the 1990s, the brand’s Spring 2025 campaign starring Bad Bunny signalled a notable shift in tone. Featuring the Puerto Rican artist in a high-impact rollout for the Icon Cotton Stretch menswear range, the campaign blended glamour with cultural relevance. Fresh off major wins at the 2025 Latin Grammy Awards and ahead of a Super Bowl halftime performance, Bad Bunny brought contemporary global resonance to a brand historically rooted in Americana—underscoring Calvin Klein’s growing cultural openness.

Music and sport have emerged as central pillars in this renewed brand narrative. Owned by PVH Corp., Calvin Klein extended its ambassador portfolio by appointing Spanish artist Rosalía to front its Icon Cotton Modal range. Back in the spotlight with her fourth album Lux, Rosalía helped drive double-digit global growth for the line, reinforcing the brand’s ability to translate cultural credibility into commercial momentum.

A similar strategy played out across sport-led campaigns. Collaborations with NBA player Jalen Green and Real Madrid footballer Trent Alexander-Arnold delivered a reported 20 percent growth in Icon Cotton Stretch underwear, positioning performance-driven personalities as effective conduits for the brand’s core products.

Denim—another cornerstone of Calvin Klein’s identity—has equally benefited from this internationalised approach. The global campaign featuring Jungkook, the K-pop star and brand ambassador since 2023, generated significant viral engagement and renewed cultural interest in Calvin Klein denim. The success reaffirmed denim not just as a commercial category, but as a cultural language through which the brand connects with younger, globally networked audiences.

While expanding its ambassador ecosystem, Calvin Klein has remained deliberate in preserving its American foundation. The Spring 2026 runway show in New York served as a symbolic anchor, delivering record social media engagement and commanding 75 percent of fashion week media visibility. The message was clear: New York remains the brand’s emotional centre, even as its voice becomes increasingly global.

This shift toward international ambassadors began in 2022 with South Korean figures including Jennie, followed by Jungkook and Mingyu, and has since accelerated across markets. It marks a departure from Calvin Klein’s earlier reliance on North American celebrities such as Kendall Jenner, A$AP Rocky, Shawn Mendes, Christy Turlington, Jeremy Allen White and Kid Cudi.

Today, Calvin Klein’s strategy reflects a broader recalibration—one that balances heritage with relevance, and American identity with global cultural fluency. The results suggest a brand not reinventing itself, but refining how it speaks to the world.