Calvin Klein launches Valentine’s capsule with real-life couple campaign

Calvin Klein is betting that the most persuasive Valentine’s gift is not a jewelry box but a set of underwear worn by a real couple. Grace Van Patten and Jackson White, who star together in Tell Me Lies and are a couple offscreen, front the brand’s new “Our Calvins” chapter in a campaign built around quiet, at-home moments and easy intimacy.

The campaign launched on January 22, 2026, as Calvin Klein’s social-first evolution of its long-running #mycalvins platform. Shot and directed by Zora Sicher, it places the pair in stripped-back scenes that aim for comfort over spectacle. White said the setup felt “very intimate,” while Van Patten said Calvin Klein has always stood for “confidence, connection and being comfortable in your own skin.” For a category that can lean purely functional, that kind of emotional framing is what makes the capsule feel giftable in the first place.

The limited-edition Valentine’s Day collection centers on refreshed men’s Icon Cotton Stretch and women’s Icon Cotton Modal styles, both stamped with the CK Emblem print first introduced in denim and outerwear. Calvin Klein has reworked that signal into underwear and bras, then added Cotton Poplin Brief and Short styles in a new limited-edition color palette. The brand says the pieces are meant to be “mix, match and share,” which is a smarter Valentine’s pitch than the usual one-off novelty gift: it turns basics into a shared wardrobe language.

That idea extends beyond the product itself. Calvin Klein plans to roll out more “Our Calvins” content with a curated cast of influencer couples, making the launch as much a social participation play as a capsule drop. The brand is asking a familiar question, “who do you share your Calvins with?”, and the answer is clearly designed to travel well on social feeds without losing the intimacy that makes the campaign work.

The strategy fits Calvin Klein’s recent playbook. WWD noted that Rosalía fronted the fall 2025 campaign, another sign that the brand is using high-profile talent to keep its underwear image culturally current. With global retail sales of Calvin Klein products at approximately $9 billion in 2024, the company has the scale to turn a simple stretch cotton set into a larger statement about how modern romance gets packaged. Here, the most convincing luxury move is restraint.