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$AP Rocky, Shawn Mendes, Christy Turlington, Jeremy Allen White and Kid Cudi.
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Cotton yarn traded steadily in the Tiruppur market, but market sentiment was positive in the first week of the new year. Demand for cotton yarn is expected to rise in the coming weeks. A trader from Tiruppur told Fibre*Fashion, “Cotton yarn prices may increase by ****;*–* per kg in the coming week when market conditions allow spinning mills to act. There is a need to raise yarn prices to protect mills’ margins.” Weaving, spinning and garment production activities are expected to pick up in the coming weeks. Summer demand was delayed due to payment constraints and market uncertainty.
In Tiruppur, knitting cotton yarn prices were noted as ** count combed cotton yarn at ****;***–*** (~$*.**–*.**) per kg (excluding GST), ** count combed cotton yarn at ****;***–*** (~$*.**–*.**) per kg, ** count combed cotton yarn at ****;***–*** (~$*.**–*.**) per kg, ** count carded cotton yarn at ****;***–*** (~$*.**–*.**) per kg, ** count carded cotton yarn at ****;***–*** (~$*.**–*.**) per kg and ** count carded cotton yarn at ****;***–*** (~$*.**–*.**) per kg.
The government and Mulungushi Textiles management have procured and installed new equipment and plan to auction outdated machines, Mulenga told a domestic news outlet. Test runs are under way to validate technical readiness before a formal reopening.
Zambia’s efforts to revive operations at the Mulungushi Textiles unit in Kabwe are in its final phase by securing a $140-million investment in new machinery, Commerce, Trade and Industry Minister Chipoka Mulenga has said.
Test runs are under way on new machines to validate technical readiness.
Further cotton plantation is needed to ensure adequate stocks once production starts, he noted.
He cited the lack of cotton as a reason for the facility not reopening by December 23 last year as earlier announced. About 3,000 cotton farmers have been contracted to supply raw material to the unit.
Further cotton plantation is needed to ensure adequate stocks once production starts, he noted.
He hoped that the company will reopen soon after some technical and logistical issues are sorted out.
Fibre2Fashion News Desk (DS)
Published
January 7, 2026
Fabletics has launched its first-ever collection created in partnership with a professional athlete, unveiling an exclusive men’s line with American football star Ja’Marr Chase.
The collaboration marks the brand’s debut athlete ambassadorship and signals a new phase in the evolution of Fabletics Men, which was introduced in 2020.
“In partnership with Ja’Marr, we’re ushering in a new era for Fabletics and how we disrupt men’s apparel,” said Fabletics co-founder Don Ressler. “This collaboration is about the intersection of peak performance, something that Ja’Marr embodies on and off the field, and unmistakable personal style. It’s a combination that, yet again, sets Fabletics apart from the pack – bringing bold confidence, unique innovation, and unmatched quality to the category.”
Branded with the tagline “Chasing No One,” the two-part collection draws inspiration from Chase’s lifestyle and is designed to support the modern man. The first drop includes core styles from Fabletics Men’s best-selling “The One” franchise, a natural link to Chase’s nickname, “Uno,” alongside limited-edition graphic T-shirts and hoodies co-created with the athlete. The collection also introduces DNA, a new Fabletics silhouette derived from the arch of the brand’s “F” logo.
In addition to new designs, the collection features several of Fabletics’ established men’s styles, such as The One Jogger and Short, the Effortless Tee, the Don Cruiser Jacket and the Convertible Travel Bag. Looking ahead, the second drop will debut GridTech, a new proprietary fabric developed to deliver warmth without added weight.
“As an athlete, what I wear is not only a reflection of my personal style, but a testament to the importance of how I move on the field, in the gym, and in all aspects of my life,” said Chase. “Fabletics has allowed me to create a collection that’s not only about looking bold 24/7, but how fashion and performance go hand-in-hand in helping build your confidence in being the best.”
Chase joins Kevin Hart as a leading figure for Fabletics Men, which has grown into a $300 million business since its launch.
Copyright © 2026 FashionNetwork.com All rights reserved.
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