• by Sarah Mahoney  @mahoney_sarah, February 28, 2025

Calvin Klein is no stranger to making news in underwear, but the apparel company is stretching into new markets, rolling out its first-ever shapewear collection.

Ads for the new products star Irish actor Eve Hewson, best known for her roles in Apple TV’s “Bad Sisters,” and Netflix’s “The Perfect Couple.” (She’s also Bono's real-life daughter.)

This is Hewson’s first work for the brand.

Charlotte Wales directed and shot the campaign.

The collection is extensive and includes no-show thongs, briefs, mid-thigh shorts, bodysuits, leggings and slips. Each piece is offered in four compression levels, starting with “Second-Skin Smoothing” at the lightest, all the way to “Secure Sculpt,” with extra-firm compression.

Items are priced to compete with both Spanx, the category pioneer, and Skims, the $4 billion juggernaut founded by Kim Kardashian.

The items promise excellent fit and micro-fiber comfort, including Calvin Klein's iconic logo and lace touches. With a focus on color, versatility and sensuality, this shapewear is designed to be worn as apparel, according to the company.

However, Calvin Klein will likely find itself competing less on style and more on performance in this arena. Shapewear trends are increasingly driven by fabric patents and an audience that demands Lululemon-style comfort with red-carpet-level compression.

Observers are closely watching Skims' new partnership with Nike, with both brands promising shapewear and fitness clothing with high-precision fabrications.

The new category could give Calvin Klein a needed boost. Owned by PVH Corp., the brand’s sales declined 3% in the third quarter, falling to $993.9 million. In North America, revenues fell 9%, partly due to a shift in the company’s wholesale shipment schedule.

Revenues at Tommy Hilfiger, PVH’s largest brand, also slipped, decreasing 1% overall to $1.20 billion and 3% in North America.