Fashion
Calvin Klein steps up denim and underwear strategy, powered by global ambassadors
Published
January 4, 2026
2025 marked a turning point for Calvin Klein. Long associated with a distinctly American aesthetic, the brand has reinvigorated two of its core pillars—underwear and denim—by enlisting international ambassadors. Riding the momentum of this strategy, it closed the third quarter of 2025 with 2% growth, compared with the same period in 2024.
Rooted in New York iconography and 1990s minimalism, Calvin Klein drew on the star power of Puerto Rican artist Bad Bunny to promote its new Icon Cotton Stretch menswear range last March. Through a series of glamorous adverts starring the multi-award-winning artist—fresh from the 2025 Latin Grammy Awards and set to headline the Super Bowl halftime show—the initiative proved a success for Calvin Klein, signalling a deliberate cultural openness in today’s American landscape.
The brand invests in music and sport
Owned by PVH Corp., the brand also made its mark by enlisting the services of Rosalía, a Spanish music icon back in the spotlight with her fourth album, “Lux”. The superstar fronts its new Icon Cotton Modal range, which has recorded “double-digit growth worldwide.”
In the same vein, the American brand launched new campaigns with NBA star Jalen Green and Real Madrid footballer Trent Alexander-Arnold, driving 20% growth for Icon Cotton Stretch underwear.

Denim, another hallmark of Calvin Klein’s identity, has also benefited from this internationalisation of its image. The global campaign featuring Jungkook, a K-pop star and the brand’s global ambassador since 2023, generated strong viral engagement, strengthening consumer affinity with denim as a cultural and commercial pillar of the label. This approach underscores Calvin Klein’s ambition to engage with young, connected and culturally hybrid audiences, well beyond its home market.
The internationalisation of Calvin Klein’s ambassadors
At the same time, the brand continues to assert its American heritage through high-profile symbolic initiatives. The Calvin Klein Spring 2026 runway show, held in New York, generated record engagement on social media, putting the brand at the top of media visibility during fashion week, with 75% of total coverage. This New York staging serves as an identity anchor, while its international ambassadors propel the brand towards a global narrative.

This pivot towards international ambassadors is a recent one, initiated by the brand in 2022 with South Korean personalities—first Jennie, then Jungkook and Mingyu. It has since gathered pace and already appears to be producing measurable effects on certain lines. Previously, the brand relied on North American celebrities such as Kendall Jenner, A$AP Rocky, Shawn Mendes, Christy Turlington, Jeremy Allen White and Kid Cudi.
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Fashion
Bangladesh commerce minister seeks Chinese investment in jute sector
Fashion
Sri Lanka’s apparel exports down 2.6% in January 2026
Total apparel shipments fell by 2.66 per cent year on year to $425.44 million in January 2026, compared with $437.07 million in the corresponding month of 2025. The performance underscored uneven global demand conditions that continue to influence sourcing patterns and order flows for Sri Lankan manufacturers.
Sri Lanka’s apparel exports declined 2.66 per cent YoY to $425.44 million in January 2026 amid weak global demand.
Shipments to the US and EU softened, while the UK remained stable with slight growth.
Other markets saw sharper contraction.
JAFF highlighted DCTS benefits and tariff changes while suggesting diversification and efficiency to sustain competitiveness.
Exports to the United States, the country’s largest market, decreased by 2.73 per cent to $165.11 million, while shipments to the European Union excluding the United Kingdom, declined by 1.93 per cent to $126.99 million. In contrast, exports to the UK remained broadly stable, rising marginally by 0.23 per cent to $61.71 million. Apparel shipments to other markets dropped more sharply by 6.07 per cent to $71.63 million.
JAAF noted that the UK’s steady performance offers a constructive signal for the sector, particularly as the revised Developing Countries Trading Scheme (DCTS), effective January 1, 2026, is expected to enhance sourcing flexibility and strengthen Sri Lanka’s competitive position in the British market.
The industry body also highlighted the introduction of a uniform 10 per cent temporary tariff in the US market as a relatively supportive development, reducing the impact of previously higher country-specific rates and providing greater short-term pricing predictability for exporters.
Commenting on the January outcome, JAAF said the moderate decline reflects ongoing volatility in global demand. The association emphasised that the industry remains committed to reinforcing resilience through market diversification, product innovation and operational efficiency, while collaborating with stakeholders to sustain Sri Lanka’s standing as a reliable apparel sourcing destination.
Fibre2Fashion News Desk (KUL)
Fashion
Italy’s Moncler FY25 revenue reaches $3.69 bn with resilient margins
Profitability remained robust despite a more challenging trading backdrop. Group EBIT stood at €913.4 million, broadly stable year on year (YoY), translating into a 29.2 per cent margin versus 29.5 per cent in FY24. Net profit reached €626.7 million compared with €639.6 million a year earlier, reflecting higher net financial expenses, while maintaining a 20 per cent margin.
Moncler has reported revenues of €3.13 billion (~$3.69 billion) in FY25, up 3 per cent at constant exchange rates, with net profit of €626.7 million (~$739.5 million).
Asia led regional growth, while DTC channels strengthened across brands.
Q4 revenues rose 7 per cent, driven by robust Moncler and Stone Island performance, as the group prepares for continued investment and leadership transition.
Regionally, the group recorded strong momentum in Asia, where revenues rose 7 per cent at constant exchange rates to €1.42 billion, supported by demand in China and Korea and a recovery in tourist flows. The Americas increased 5 per cent to €391.1 million, whereas Europe, Middle East and Africa (EMEA) declined 3 per cent amid subdued tourism-related traffic, Moncler said in a press release.
Channel performance highlighted the continued shift towards direct engagement. Moncler’s direct-to-consumer (DTC) revenues rose 4 per cent to €2.36 billion, accounting for nearly 87 per cent of brand sales, while wholesale declined 4 per cent as the group continued to enhance distribution quality. Stone Island’s DTC channel expanded 11 per cent to €226.4 million, whereas wholesale decreased 4 per cent.
The group’s financial position strengthened further, with net cash reaching €1.46 billion at year-end after dividend payments of €353.2 million. The board proposed a dividend of €1.4 per share and approved the consolidated sustainability statement.
Remo Ruffini, chairman and CEO of Moncler, said: “Moncler and its board of directors wish to express their most sincere thanks to Gabriele Galateri di Genola for his dedication and the highly valuable contribution he has made throughout his more than ten-year term of office. His significant experience, the vision developed over many years in senior leadership positions at leading industrial and financial organisations, as well as his constant commitment to good governance, have represented a key point of reference for our work. With gratitude, we extend our best wishes to Gabriele Galateri di Genola for the future.”
In the fourth quarter (Q4), the group delivered accelerated momentum, with revenues rising 7 per cent at constant exchange rates to €1.29 billion (~$1.52 billion). Moncler brand revenues reached €1.17 billion, up 6 per cent, while Stone Island posted €123.1 million, surging 16 per cent with double-digit growth across all regions.
Moncler’s DTC channel advanced 7 per cent despite a demanding comparable base in the quarter, supported by Asia and the Americas, while wholesale returned to growth, rising 2 per cent. Stone Island recorded broad-based acceleration, with DTC revenues increasing 16 per cent and wholesale climbing 17 per cent, partly reflecting delivery timing shifts from the previous quarter.
Looking ahead, the group emphasised continued investment in brand development and organisational strengthening, including the appointment of Leo Rongone as group chief executive officer from April 2026, as it seeks to sustain long-term growth and value creation.
Fibre2Fashion News Desk (SG)
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