Calvin Klein

Sep 2025

For the Fall 2025 Underwear campaign, Calvin Klein leans into a refined, high-fashion aesthetic that masterfully bridges the gap between commercial appeal and provocative editorial minimalism. Captured through the sharp, technical lens of photographer Carlijn Jacobs, the series features musician Rosalía in a sequence of images that redefine the classic brand codes of the iconic lingerie and underwear house. The project utilizes studio strobe lighting to create a high-key, starkly contrasted visual language that oscillates between the purity of illuminated white environments and the depth of solid black voids. Beyond standard portraiture, the creative execution explores dynamic movement and unique sculptural framing, with subjects appearing in geometric circular structures or suspended in aqueous, cinematic settings. By prioritizing clean, intentional compositions—often shot on film—Jacobs creates a tactile focus on the signature branded elastic waistbands, ensuring the product remains central even amidst avant-garde artistic choices like the inclusion of animal motifs or water-tank sequences. This campaign successfully moves the needle for the brand by blending the raw charisma of talent like Rosalía with an elevated, editorial sensibility. Every frame reads as a polished, sophisticated statement of modern identity, proving that even the most established labels can find fresh, visceral ways to capture the intersection of fashion, human form, and commercial narrative.

Editorial, Commercial

Studio strobe

Lingerie & Underwear, Fashion