Calvin Klein Launches Campaign Starring Tate McRae

Calvin Klein’s Fall 2026 campaign has begun. 

The PVH Corp-owned company has shared the first chapter of its ‘Feel the Fit’ denim campaign, which stars Tate McRae. 

According to Calvin Klein, the campaign will roll out over the course of the next month with 'a lineup’ of talent – with ‘Feel the Fit’ created to celebrate confidence in the wearer. 

“I’ve always been a fan of Calvin Klein jeans. Every style has its own personality, but they all give you that same undeniable confidence,” says Tate McRae. “This campaign is about that moment when you put on your favourite pair of jeans and everything just clicks. I loved being able to move, dance and bring my own energy to every look.”

Bringing the Calvin Klein legacy to life

Calvin Klein’s new campaign has been directed by Carlijn Jacobs – who has previously shot campaigns for companies such as Acne Studios, Carven, Chanel and Prada.

Through movement and dance, the campaign is designed to highlight confidence and energy, while the use of ‘Groove is in the Heart’ as a soundtrack has been done to hark back to 90s Calvin Klein. 

“Denim has always been at the heart of Calvin Klein, shaping our distinct point of view on confidence, sensuality and self-expression,” says David Savman, Global Brand President of Calvin Klein. 

“Defined by iconic design codes, superior fit and seductive styling, Calvin Klein jeans have long been worn by those who shape the moment, helping the brand become a defining force in denim. ‘Feel the Fit' brings that legacy to life for a new generation in a way that feels unmistakably Calvin Klein and entirely current.”

Building buzz (and long-term growth)

Calvin Klein has been focusing on driving higher levels of consumer engagement and reigniting commercial growth under Chief Marketing Officer Jonathan Bottomley, who first took on the role in June 2022. 

In the time since, the company has been focusing on virality and engagement to drive growth – ultimately boosting sales, Jonathan shared on the Marketer’s Brief podcast.

“We’re constantly thinking about how do you create a sense of a story, a moment, content in the broader sense of the word that people really want to spend time with?” he explained on the podcast. “You know, as marketers, everyone has limited funds. 

“What we think about is how do we reach as many people as possible with the most impactful story, if possible, that brings our product to life.”

This includes the company’s Spring 2026 campaign, starring Dakota Johnson, which also focused on the comfort of the brand and the confidence it can bring. 

“You know, she is a character in and of herself. What we try to do is create a new version of that character, a Calvinized version of the person, and to make sure they have that platform – we have that platform – to tell a really clear story,” Jonathan said of the campaign on the Marketer's Brief podcast. 

“And I think that we did that. We reached a lot of people. I think we delighted a lot of people. And I think we did it in a way that felt true and right for the product.”

Who are PVH’s Partners?

• OpenAI: OpenAI collaborates directly with PVH to modernise workflow automation. The partnership helps creative teams explore ideas freely, leverage historical data and interpret emerging fashion trends – streamlining administrative tasks and improving strategic decision-making.
• Amazon Web Services (AWS): The AWS and PVH partnership is a strategic cloud and AI collaboration focused on modernising the global supply chain and driving end-to-end transparency. 
• Macy's: As one of PVH’s primary wholesale retail customer partners, Macy’s represents a vital commercial distribution channel across North America. Physical department stores and online platforms generate massive sales volumes for flagship labels, including Calvin Klein apparel and Tommy Hilfiger menswear.
• Salesforce: Driving digital customer engagement across multiple international markets, Salesforce provides critical customer relationship management solutions for PVH. Using Salesforce Marketing Cloud and Commerce Cloud infrastructure, the company delivers tailored shopping experiences across digital storefronts.