Calvin’s Perfect Fit: Calvin Klein tapped actor, director and performer Teyana Taylor to tout its new Perfectly Fit Custom Lift Bra — an update to the brand’s signature everyday bra with “personalized lift and lightweight, invisible support.”
Taylor will be featured in Calvin Klein’s fall underwear campaign. The campaign was directed by Gordon von Steiner and puts Taylor and the Perfectly Fit bra into motion to the beat of Tina Turner’s “The Best,” showing both intimate moments and bold choreography.
The campaign launches Tuesday across Calvin Klein retail, calvinklein.com, social platforms and with high-impact out-of-home placements.
Teyana Taylor for Calvin Klein.
Gordon Von Steiner
“When I feel good in what I’m wearing, you can see it in the way I move,” Taylor said. “I need something that can keep up with me — whether I’m on a red carpet, performing, running around with my kids or just at home. That’s what I love about the Perfectly Fit bra. It gives me the lift and support I want without sacrificing comfort. I can move, I can breathe and I can just be me.”
The level of padding in the Perfectly Fit is adjusted by bra size, with more lift in smaller sizes and less in larger sizes, which the brand says offer comfortable and proportional support.
“The strongest campaigns start with the strongest product,” said Jonathan Bottomley, Calvin Klein’s chief marketing officer and parent company PVH Corp.’s executive vice president of group consumer and brand strategy.
“With Perfectly Fit Custom Lift, we took one of our signature bras and made it even better through thoughtful innovation,” Bottomley said. “Teyana was the perfect partner to tell that story: she brings an authenticity and creative energy that feels uniquely her, while naturally embodying the confidence and sensuality that have always defined Calvin Klein. The campaign builds on our visual identity while keeping our iconic product at the center.”
The Perfectly Fit bra and its rollout with Taylor syncs well with the strategy PVH has pursued under chief executive officer Stefan Larsson, who aims to his pair signature brand offerings with cultural touchstones and high-impact marketing.
