Calvin Klein Underwear 2027: Custom Lift and the Logo Band

Calvin Klein Underwear 2027 is being set up by a bra launch rather than a slogan. The underwear business of Calvin Klein, Inc., the New York brand owned by PVH Corp., opened its fall 2026 season in September with a new padded bra line and a campaign led by Teyana Taylor, while the brand's runway collection under Veronica Leoni sent slips and "flashes of underwear" down a New York catwalk for Spring/Summer 2027.

Teyana Taylor and the Custom Lift bra

The fall 2026 underwear campaign went live around September 22, 2026. Gordon Von Steiner directed and photographed it, and the film has Taylor dancing to a Tina Turner track in an empty conference room, then on a white bed, in black lace sets and a robe. The Impression reported that the campaign launches the Perfectly Fit Custom Lift bra.

The construction is the interesting part. Custom Lift uses padding that changes with the size: more lift in the smaller sizes, progressively less padding as the cup grows, so the shaping stays in proportion. It has smoothing wings and comes in underwire and wire-free versions. The campaign shows three styles: a Custom Lift demi cup, a wire-free triangle and a lace push-up. Taylor's own post described the line as "perfectly fit for every moment," which is close to the product name and nearly as close to the brief.

Graded padding is a fit idea more than a fashion one. A push-up pad that suits a small cup can add more volume than a larger cup needs, and Custom Lift is Calvin Klein's answer: one bra family whose pad thins as the size goes up.

Denim campaigns that sell the waistband

Calvin Klein's bigger fall spend went on denim, and underwear rode along. The "Feel the Fit" campaign ran in chapters: Tate McRae first, in late August 2026, directed by Carlijn Jacobs; Sadie Sink on September 1; and Jung Kook of BTS on September 16, directed and photographed by Renell Medrano. In McRae's images, the jeans sit low over a grey Modern Logo low-rise thong and a matching cotton-blend sports bra, the elastic waistband with the name on it doing exactly what it has done in Calvin Klein advertising for decades.

That pairing is the house formula. The jeans campaign keeps the logo band in view, and the underwear campaign keeps a bare, monochrome look, so each one advertises the other.

Spring/Summer 2027 at Terminal Warehouse

On September 11, 2026, PVH presented the Calvin Klein Collection Spring/Summer 2027 show by creative director Veronica Leoni at Terminal Warehouse, an 1891 brick building in Manhattan. The release lists slip dresses, slip and t-shirt dresses styled for evening, full bias-cut gowns, and "delicate flashes of underwear" finishing the looks. Fabrics included cotton, extra-fine silk knit, silk cady, denim and laser-cut suede. The palette ran from several whites and blacks to scarlet, bright yellow, royal blue, cherry and light citron. Three floor sculptures by Walter De Maria stood along the runway.

Leoni summed up the approach in the release: "American Minimalism was a discipline of removal: take away everything that does not carry the work, until only what is necessary remains." The Collection is a small, expensive line, but it sets the mood the mass categories draw on, and its slips and exposed underwear are the most direct link between the runway and the underwear drawer in this year's PVH output.

Calvin Klein Underwear 2027 and the PVH numbers

The commercial backdrop is mixed. PVH's second-quarter results, reported on September 2, 2026, showed Calvin Klein revenue down 7 percent, with about 4 points of that put down to the timing of wholesale shipments in the Americas. Calvin Klein's own e-commerce grew 4 percent, and the company cited direct-to-consumer growth in several "hero product categories." Chief executive Stefan Larsson said PVH was "seeing early momentum for the new fall season in product and marketing," and the company kept its full-year outlook of roughly flat revenue. PVH did not break out underwear sales. Its press materials put Calvin Klein's global retail sales across all categories at about 9 billion dollars in 2025.

For 2027, then, the known pieces are a new graded-padding bra platform, a black lace and logo-band look carried by Taylor and McRae, and a runway that treats the slip as evening wear. The full brand history, from the first logo briefs onward, is on the Calvin Klein Underwear page.

PVH has not yet said who will front the Spring 2027 underwear campaign. Until it does, Custom Lift is the product the brand is putting its money behind.

Last updated October 28, 2026