Rosalía + Calvin Klein: When Iconic Sensuality Meets the “Full Circle”

Matheus Hooks/ Editor-In-Chief
1 day ago
3 min read

For Fall 2025, Calvin Klein tapped Spanish singer Rosalía to star in its new underwear campaign. Under the creative direction of photographer Carlijn Jacobs, the images move between striking black-and-white minimalism and surreal visuals—there are bathtub scenes, tunnels of light, and even a white snake woven into the artistic narrative.

“Calvin Klein underwear has been a staple in my wardrobe for years… It feels like a full circle moment,” said Rosalía.

The collections featured include the Icon Cotton Modal, Heritage Cotton, and pieces like the Perfectly Fit bra & bikini—styles that merge the refinement of the brand’s classic cotton with modern touches of cut and comfort.

On working with Carlijn Jacobs, Rosalía shared: “Ha sido maravilloso (trabajar con Jacobs); es una fotógrafa que admiro desde hace mucho tiempo. Trabajar con ella fue muy orgánico y me encantaría volver a colaborar con ella.”

(“It’s been wonderful working with Jacobs; she’s a photographer I’ve admired for a long time. Working with her felt very organic, and I’d love to collaborate again.”)

Aesthetic and Symbolism

The contrast of suggestive nudity, the simplicity of intimate apparel, and striking visual elements (like the snake or mirrored tunnel) creates a fusion of bold sensuality and artistic identity. The black-and-white palette underscores the brand’s timelessness, while the poses and creative atmosphere highlight a mature Rosalía—fully in control of her image and keenly aware of her cultural impact.

What makes this collaboration particularly meaningful are Rosalía’s own words, which point to something deeper than a simple fashion campaign:

“La ropa interior de Calvin Klein ha sido un elemento básico en mi armario durante años. Amo la marca y es un honor estar en esta campaña; se siente como un momento muy especial, de círculo completo.”

(“Calvin Klein underwear has been a staple in my wardrobe for years… It feels like a full circle moment.”)

Adding a personal touch, Rosalía revived an unreleased song—“De Madrugá”—for the campaign. The track, once performed live during her 2019 El Mal Querer tour but never officially released, provides the soundtrack to the promotional video, lending the project a nostalgic and intimate layer.

What This Means for Fashion and for Rosalía

For Calvin Klein: The brand reinforces its tradition of pairing pop-culture icons with underwear campaigns that spark conversation about identity, sensuality, the body, and art. Choosing Rosalía—an artist celebrated for blending music, performance, and visual storytelling—expands that narrative to diverse audiences and a younger generation that follows her as a trendsetter.
For Rosalía: Serving as the face of such an iconic label marks both a formal consecration in the fashion world and a moment of self-representation. She notes that Calvin Klein has long been a staple in her wardrobe, and this partnership feels like a cycle coming full circle—a symbol of growth. Featuring “De Madrugá” underscores that beyond the visuals, the collaboration carries artistic and emotional depth.
In Contemporary Fashion: The campaign speaks to today’s trends of authenticity, empowerment, and intimacy—not merely through exposure, but through intentional visual narratives that embrace risk (like the snake) and disruption. It also highlights the convergence of fashion, music, and cultural identity. For Rosalía, who has collaborated across creative fields before, this moment elevates her visual presence to a new level of both aesthetic expression and personal meaning.