Calvin Klein enters the shapewear market, challenging Skims’ dominance with its new line fronted by Eve Hewson. After decades of iconic underwear, Calvin Klein shapewear offers “sensual simplicity” with pieces like biker short bodysuits and lace-trimmed one-pieces. Featuring Second Skin Smoothing and Secure Sculpt technology, the collection provides stylish support and varying compression levels. Priced from $34 to $104, Calvin Klein shapewear is available online and at select retailers, marking a strategic expansion and a new chapter for the luxury label.
Calvin Klein, a brand synonymous with iconic underwear campaigns, has now ventured into the shapewear market, marking a significant expansion of its product line. This move comes after nearly four decades of dominating the designer underwear scene, showcasing the brand’s commitment to evolving with consumer demands. The launch of the shapewear collection is not just a testament to Calvin Klein’s versatility but also a strategic response to the growing demand for body-sculpting solutions.
Calvin Klein’s Sensual Simplicity in Shapewear ###
The new shapewear line from Calvin Klein is designed with the brand’s signature “sensual simplicity” in mind. The collection includes a variety of pieces such as biker short bodysuits, seamless thongs, and lace-trimmed one-pieces, all crafted to enhance natural curves while providing stylish support. Each item features four key components: Second Skin Smoothing, Stay Put Mesh, Stay Put Stretch, and Secure Sculpt, which cater to different levels of compression and comfort, ensuring that the wearer feels both confident and comfortable.
Eve Hewson: The Face of Calvin Klein Shapewear ###
Calvin Klein has chosen actress Eve Hewson to front their first-ever shapewear campaign, shot by renowned photographer Charlotte Wales. Hewson embodies the brand’s ethos of confidence and control, effortlessly showcasing the fashion-forward pieces that blend sculpting support with sheer, breathable lace. The campaign highlights key looks such as the “Icon Shapewear” line, which offers seamless compression with Calvin Klein’s signature branding, and the “Sensual Stretch Lace” collection, which combines style and functionality.
Competing in a Crowded Market ###
Calvin Klein’s entry into the shapewear market comes at a time when the industry is already dominated by players like Skims, founded by Kim Kardashian. Skims, valued at nearly $4 billion USD, has been expanding rapidly, partnering with brands like Nike and The North Face, and even aligning with high-profile events such as the 2024 Paris Olympics. Calvin Klein’s shapewear launch is a direct challenge to Skims’ market dominance, aiming to capture a share of the lucrative body-contouring market.
Strategic Timing and Market Opportunities ###
The timing of Calvin Klein’s shapewear launch is particularly noteworthy, as it coincides with a period when Skims has been diversifying its product offerings beyond traditional shapewear. While Skims continues to sell its signature body-contouring products, its recent focus on fashion collaborations and other ventures has created a potential gap in the market. Calvin Klein is poised to capitalize on this opportunity, positioning itself as a strong contender in the shapewear space.
A New Chapter for Calvin Klein ###
Calvin Klein’s foray into shapewear is not just about expanding its product range but also about reinforcing its status as a luxury label. The brand’s recent revival of its top-tier Calvin Klein Collection imprint has paved the way for this new chapter, focusing on modern foundations that enhance any good look. The shapewear collection is available in various compression levels, from barely-there Second Skin to extra-firm Secure Sculpt, catering to a wide range of consumer preferences.
Pricing and Availability ###
The Calvin Klein shapewear collection is priced competitively, with items ranging from $34 for a “Second Skin Smoothing Thong” to $104 for a “Stay-Put Stretch Slip.” This pricing strategy makes the collection accessible to a broad audience, further enhancing its appeal. The shapewear is available for purchase online through Calvin Klein’s official website and select retail partners, ensuring wide accessibility to consumers eager to experience the brand’s latest offering.
Implications and Future Prospects ###
Calvin Klein’s entry into the shapewear market is a strategic move that reflects the brand’s adaptability and foresight. By leveraging its iconic status and understanding of consumer trends, Calvin Klein is well-positioned to challenge existing players and carve out a significant market share. The success of this venture could lead to further innovations and expansions, solidifying Calvin Klein’s reputation as a versatile and forward-thinking brand in the fashion industry. As the market continues to evolve, Calvin Klein’s shapewear line may set new standards for quality, design, and consumer satisfaction.
Leave a Reply