Calvin Klein launches into shapewear

After decades of dominating the classic underwear market, Calvin Klein makes a strategic shift by launching its very first shapewear collection. The move is part of a booming trend, driven by brands such as Skims, Spanx and Yitty.

A new sculpting range

This week, the American brand unveils a brand-new line of sheathing bodysuits, invisible panties and sculpting leggings. This diversification marks a turning point for Calvin Klein, which until now has remained faithful to its minimalist, uncluttered DNA.

To accompany the launch, the company called on Irish actress Eve Hewson to embody the promotional campaign. The collection features four levels of compression: Second Skin Smoothing – second-skin effect; Stay Put Mesh – light, breathable support; Stay Put Stretch – intermediate support; and Secure Sculpt – maximum compression.

A wide range of choices so that every body shape can find its ideal fit.

A booming market

Shapewear, long perceived as old-fashioned or uncomfortable, has undergone a veritable revival thanks to figures like Kim Kardashian, whose Skims brand is an international success. Today, the segment is particularly appealing to Gen Z, who are fond of these sculptural pieces that are as functional as they are fashionable.

According to Market Research Future, the value of the shapewear market was estimated at $5 billion in 2024 and could reach $10.49 billion by 2032, with annual growth of 7.7%. A huge potential that Calvin Klein intends to exploit.

A new lease of life for the brand?

Last May, Veronica Leoni was appointed Artistic Director of Calvin Klein, marking a new era of innovation for the house. The move comes as parent company PVH Corporation faces a 5% drop in sales, reaching $2.3 billion in the third quarter of 2024.

With this foray into shapewear, Calvin Klein hopes to revive its momentum and attract new customers in search of comfort and style.

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