Calvin Klein Bets Its Bestselling Bra on a Choreographer's Body

Most bra campaigns sell stillness: a model standing very still, looking very good, doing absolutely nothing that would test the garment. Calvin Klein went the other direction on September 22, launching the Perfectly Fit Custom Lift with Teyana Taylor mid-choreography, cut to a Tina Turner track, directed by Gordon Von Steiner.

The product idea is genuinely a product idea, not just a hook: the padding is tailored by size, more lift built in for smaller cups, less for larger ones, so the bra is not one shape stretched across a size chart. It comes in underwire and wire-free versions, with Demi, Wirefree Triangle, and Lace Push Up silhouettes rolling out globally across Calvin Klein's stores, site, and social channels.

Taylor is the right casting for the idea, not just the recognizable one. "I need things that can keep up with me, whether I'm on a red carpet, performing, running around with my kids, or just at home," she said, which is a better product brief than most marketing decks manage in twelve slides. It also continues a busy year of Calvin Klein underwear-and-denim campaigns built around performers who move for a living, from Jung Kook to Sadie Sink, a roster choice that is starting to look less like coincidence and more like strategy.

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →