The New Faces Of Bold: 7 Women Who Define The Calvin Klein Underwear Campaign Era (2024-2025)

The Calvin Klein underwear campaign has always been a cultural touchstone, a powerful blend of raw sensuality and minimalist design that defines a generation. As of December 2025, the brand continues its legendary run by tapping a new, diverse roster of influential women who are not just models, but global artists, actors, and cultural icons.

This latest era, spanning late 2024 into 2025, marks a decisive shift towards celebrating multifaceted talent and individuality, moving beyond the traditional supermodel mold. From Grammy-winning musicians to Golden Globe-nominated actresses, these women are proving that the true power of a Calvin Klein campaign lies in the confidence and cultural cachet of the star wearing the simple cotton brief.

The Latest Icons: Calvin Klein Women’s Underwear Models (2024-2025)

The brand's modern strategy leverages A-list celebrity power and cultural relevance, a tradition started by Calvin Klein himself, to ensure maximum impact and topical authority. The most recent campaigns showcase a commitment to diversity in talent and body image.

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1. Rosalía: The Fall 2025 Campaign Star

Rosalía, the Spanish Grammy Award-winning artist, was unveiled as the face of the Calvin Klein Fall 2025 underwear campaign, cementing her status as a global fashion and music icon.

• Full Name: Rosalía Vila Tobella
• Born: September 25, 1992 (Age 33 in 2025)
• Nationality: Spanish
• Notable Work: Albums El Mal Querer and Motomami; known for fusing traditional flamenco with modern urban and electronic music.
• Campaign Details: The Fall 2025 visuals, captured by celebrated photographer Carlijn Jacobs, fuse bold sensuality with surreal visual storytelling. Rosalía models updates across the signature underwear lines, including the innovative stitch-free Infinity Bond technology in the Icon Cotton Modal collection.
• Cultural Impact: Her campaign amplifies her empowered presence and introduces a new level of artistic edge to the brand, resonating with a massive global, particularly Latin, audience.

2. Greta Lee: The Fall 2024 Collection Muse

Greta Lee, a Golden Globe and Emmy-nominated actress, fronted the Calvin Klein Fall 2024 collection, bringing a sophisticated, yet playful energy to the campaign.

• Full Name: Greta Jiehan Lee
• Born: March 7, 1983 (Age 42 in 2025)
• Nationality: American
• Notable Work: Star of the critically acclaimed film Past Lives; roles in HBO's Girls and Netflix's Russian Doll.
• Campaign Details: Lee's campaign was inspired by the days and nights of the city, where she not only models the latest styles but also dances in them, embracing her sensual side. She spoke about entering her "Body Appreciation" era for the shoot, highlighting the brand’s focus on genuine confidence.
• Cultural Impact: Her selection reinforces Calvin Klein’s move to partner with influential figures from the film industry, whose talent and narrative depth add layers of meaning to the minimalist ads.

3. Lily Collins: The Spring 2025 Campaign Addition

Lily Collins, known for her role in the hit series Emily in Paris, was also featured in a Spring 2025 campaign, further diversifying the brand's celebrity roster.

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• Full Name: Lily Jane Collins
• Born: March 18, 1989 (Age 36 in 2025)
• Nationality: British-American
• Notable Work: Emily in Paris, Mank, The Blind Side.
• Campaign Details: Her participation in the Spring 2025 venture highlights the brand's continuous evolution to meet diverse consumer needs across different cultural landscapes and demographics.

The Evolution of Sensuality: How Calvin Klein Selects Its Women

The strategy behind selecting a Calvin Klein model has dramatically evolved since the brand’s controversial beginnings. Today, the focus is less on conventional modeling standards and more on cultural resonance, authenticity, and the ability of the individual to embody the brand's core values of boldness and confidence.

From Supermodels to Global Superstars: A Strategic Shift

Calvin Klein’s marketing strategy is a masterclass in leveraging cultural cachet. The brand has moved from primarily launching the careers of models to partnering with established, A-list celebrities and influential figures who already command massive global attention.

• The Celebrity Endorsement Power: Partnering with stars like Rosalía and Greta Lee ensures that the campaign immediately penetrates pop culture, generating viral moments and driving significant sales. This is a continuation of a successful strategy that has featured figures like Jennie Kim, Kendall Jenner, Cara Delevingne, and Hailey Bieber in recent years.
• Authenticity and Individuality: Recent campaigns have a noticeable trend towards celebrating individuality and diverse beauty. The focus is on the star’s unique persona—Rosalía’s artistic intensity, Greta Lee’s intellectual yet sensual side—making the ads feel more authentic and relatable to a broader audience.
• The Gender Fluidity of Campaigns: While this article focuses on women, it is important to note the brand's overall inclusive strategy, which included male stars like Bad Bunny for the Spring 2025 campaign and Jeremy Allen White for late 2024, emphasizing a shared language of confidence across all genders.

The Enduring Legacy: Iconic Women Who Defined Calvin Klein

To understand the significance of the new faces, one must look back at the women who first established the brand's iconic, minimalist aesthetic. The current roster builds directly upon a legacy of groundbreaking and often controversial campaigns that shaped modern advertising.

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The Pillars of Calvin Klein’s History

The brand's history is peppered with collaborations that were so powerful they became cultural moments. These women set the standard for what it means to be a Calvin Klein model:

• Brooke Shields (1980s): The original firestarter. At just 15, Shields starred in the controversial Calvin Klein Jeans campaign with the line, "Nothing comes between me and my Calvins," which ignited the brand's global fame and cemented its association with youth and provocative advertising.
• Christy Turlington (1988 - Present): A true Calvin Klein model since the 1990s, Turlington has appeared in countless underwear advertisements and remains an enduring face of the brand, most recently starring in a campaign in the 2020s. Her classic beauty and timeless elegance provided a sophisticated counterpoint to the brand's edgier campaigns.
• Kate Moss (1990s): Moss's debut alongside Mark Wahlberg defined the "heroin chic" aesthetic of the 90s, launching her career and forever associating her waif-like figure with the minimalist, raw sensuality of Calvin Klein Underwear.

The selection of women like Rosalía, Greta Lee, and Lily Collins proves that the Calvin Klein campaign is now less about launching a modeling career and more about celebrating an already established cultural voice. By embracing global artists and acclaimed actors, the brand ensures its message of bold, confident individuality remains fresh, relevant, and deeply embedded in the cultural conversation for the years to come.