Calvin Klein’s latest underwear campaign takes on an air of forbidden fruit with Rosalia. The Grammy Award-winning Spanish artist poses scantily clad under the lens of photographer Carlijn Jacobs in a setting that is as sensual as it is surreal.
On September 9, American brand Calvin Klein turned up the heat by unveiling its latest underwear campaign. It’s a legendary campaign that has featured numerous celebrities, from Brooke Shields to Kate Moss, Mark Wahlberg, Eva Mendes, and Scarlett Johansson.
After Jeremy Allen in 2024, it’s now Rosalia’s turn. The singer of “Malamente,” “Despecha,” and “Con Altura,” has embodied the new flamenco scene since her debut and has proven to be a true showstopper at the world’s most popular festivals.
Sharing the spotlight with a snake, the 32-year-old woman gives herself the air of a new Eve of the 21st century.
A sensual and ultra-modern campaign
Under the lens of photographer Carlijn Jacobs, Rosalia poses confidently and boldly with a Burmese python. It’s a spectacular and surreal scene in which the snake is used as a metaphor for second-skin underwear. The reptile is also heavily laden with symbolism, embodying both strength and transformation. It brings to mind the serpent that tempted Eve in the New Testament…
In this new campaign, Rosalia showcases the latest Calvin Klein underwear designs. These pieces reflect a certain idea of comfort and R&D. The American brand is announcing the launch of the Icon Cotton Modal range, designed with a seamless Infinity Bond waistband and bonded hook-and-eye closures for a smoother silhouette.
“Calvin Klein underwear has been an integral part of my wardrobe for years. I love this brand and it’s an honor for me to be part of this campaign,” said Rosalia.
Known for her street style, Rosalia offers an ode to minimalism in both underwear and baggy pants. Calvin Klein’s provocative DNA is thus reinterpreted in light of the singer-songwriter’s powerful and modern personality.
And with over 168,000 likes on Instagram and more than 4,060 positive comments in 24 hours, the campaign is proving to be a resounding success for the American brand, as noted by Grazia magazine.
The artist has the advantage of being at the crossroads of music, culture, and fashion, creating a crossover between these different worlds.
While her fans are eager to find out more about her upcoming fourth album, the beautiful Catalan singer has chosen to re-release “De Madrugá” for the Calvin Klein campaign. This is a previously unreleased track, which has been an integral part of her tours since 2018 and her El Mal de Querer tour, but has never been produced on a studio album.
This is not the first time the artist has used an unreleased track in one of her projects: she already did so with Como Alí in 2020 for the advertising campaign for the new lipstick from the MAC brand.
Latin prodigy
Born in Barcelona in 1992, Rosalia quickly became a sure bet on the new flamenco scene, the result of long work that began in her teens. She trained at the Escola Superior de Música de Catalunya, perfecting her vocal technique.
She thus mastered cante jondo (deep singing) with its ornamentation, melismas, and emotional power. The Catalan singer also knows how to adapt her voice to other genres such as pop, R&B, and especially trap and reggaeton, making her particularly versatile.
In her early days, she didn’t hesitate to sing in bars or collaborate with local artists, notably Spanish rapper C. Tangana.
Her first album, Los Angeles (2017), which blends flamenco tradition with dark contemporary arrangements, earned her critical acclaim in Spain.
A year later, El Mal de Querer brought her to the attention of a wider international audience. Critics praised her bold fusion of flamenco with more urban influences (trap, R&B, electronic). This conceptual album, inspired by a medieval novel, contains her first international hit, Malamente, which earned her two Latin Grammy Awards.
In 2020, Rosalía made Grammy Awards history by becoming the first Spanish artist to win the Grammy Award for Best Latin Rock, Urban or Alternative Album, confirming the growing influence of the Latin scene.
The phenomenon gained momentum in 2019, particularly following her collaboration with rapper J Balvin and El Guincho on the track Con Altura. The music video for the song earned the singer the distinction of becoming the first Spanish artist to win an MTV Video Music Award at the MTV VMAs.
It wasn’t until 2022 that the artist achieved recognition with her third studio album Motomami, an experimental, personal, and daring opus that brings together reggaeton, bolero, hyperpop, bachata, trap, and, of course, flamenco rhythms.
In recent years, Rosalia has made numerous appearances at major music festivals such as Coachella, Primavera Sound, and Lollapalooza.
Her authentic and assertive musical universe has attracted many brands in recent years. In 2024, she was recruited by Dior, before posing last July for the sports and fashion brand New Balance.
Read also > Dua Lipa named global ambassador for YSL Beauty
Featured photo: Calvin Klein
