Calvin Klein launches the Perfectly Fit Custom Lift bra with Teyana Taylor

Key Takeaways

• Calvin Klein has launched the Perfectly Fit Custom Lift bra, the latest evolution of its everyday bra line.

• The bra uses padding tailored to each cup size, offering more lift in smaller sizes and less in larger ones.

• Teyana Taylor stars in the campaign, directed and photographed by Gordon Von Steiner and set to Tina Turner.

• The collection is available now at Calvin Klein stores and calvinklein.com in underwire and wire-free styles.

Finding the perfect bra can be a challenge, particularly when so many designs promise the same lift and support regardless of size. Calvin Klein is taking a more personalised approach with the launch of its new Perfectly Fit Custom Lift bra, fronted by singer, actress and performer Teyana Taylor in a campaign celebrating confidence, movement and feeling comfortable in your own skin.

The new design moves away from the traditional one-size-fits-all approach to padding, with each bra tailored to provide a different level of enhancement depending on cup size. Smaller sizes receive additional lift, while larger sizes feature less padding to create a more natural shape, with smoothing wings and a seamless finish designed to sit comfortably beneath clothing.

The collection also includes a Custom Lift Demi bra, a Wirefree Triangle bra, and a Lace Push Up bra, giving customers a choice of styles to suit their preferences. Available from 22 September in Calvin Klein stores and online, the launch is being supported by a wider social media and out-of-home campaign.

Directed and photographed by Gordon Von Steiner, the campaign sees Taylor moving between choreographed performances and more intimate, stripped-back moments, all set to Tina Turner's music. It's a fitting choice of ambassador for a collection built around versatility, with Taylor balancing a career that takes her from red carpets to the stage alongside motherhood and everyday life.

Beyond showcasing the product itself, the campaign taps into a broader conversation about what women actually want from their underwear, with Calvin Klein positioning the Perfectly Fit collection as designed to work with different bodies and lifestyles, without compromising comfort or the confidence that comes from finding a proper fit.

What makes Teyana Taylor such an interesting choice for this campaign is that her relationship with movement goes far beyond looking good in front of a camera. Long before her acclaimed performance in One Battle After Another, she was already an established singer, dancer, choreographer and creative director, with many people first discovering her through her appearance in Kanye West's Fade music video, where her athleticism and choreography became a cultural talking point in their own right. She's someone whose career has been built around physical expression, so seeing her move so freely in Calvin Klein's new underwear gives the collection a level of credibility that a traditional, heavily posed campaign might struggle to achieve.

Taylor has spent years establishing herself as a multidisciplinary creative, but her growing presence in Hollywood has introduced her to a much wider audience, making this an opportunity for Calvin Klein to tap into both her established cultural influence and a new chapter of her career. The campaign captures those different sides of her personality, moving between the confidence of a performer and the more relaxed moments of someone balancing work, motherhood and everyday life, which helps position the collection as underwear designed to be worn and lived in, not simply admired.

I also think the product itself gives this campaign a stronger story than the usual celebrity underwear launch. The idea of adjusting padding according to cup size addresses something that women have been dealing with for years, particularly when brands market the same design as universally flattering despite different bodies needing different levels of support. By giving customers a clear explanation of how the product has been developed, Calvin Klein has something tangible to communicate beyond confidence and sex appeal, while Taylor brings that promise to life in a way that feels completely natural to who she is.

It's a similar principle to Dr. Squatch's collaboration with Megan Fox , where the celebrity's personality becomes part of the creative concept rather than simply providing a recognisable face.

SOURCES

[1] PR Newswire

[2] WWD