The Perfectly Fit Custom Lift Bra adds padding in smaller sizes and removes it in larger ones. A Fall 2026 campaign, set to Tina Turner’s “The Best,” makes the argument on the dance floor
NEW YORK – Calvin Klein introduced the Perfectly Fit Custom Lift Bra on Sept. 22, 2026, a reworking of its signature everyday style that adjusts padding by bra size for what the company calls a personalized fit. The brand describes the result as shaping that reads as personal and lift that looks natural rather than engineered. Support, it says, is light enough to sit nearly invisible under clothes. The whole of it is pitched at everyday wear. The launch arrives with a Fall 2026 underwear campaign starring Teyana Taylor, the award-winning actor, director and performer.
Gordon Von Steiner directed and photographed the film. Taylor moves from intimate moments into choreography, set to Tina Turner’s “The Best,” carried through the house’s sensual visual language. The campaign draws on her background as an artist to showcase the bra’s lightweight support and freedom of movement.
The Lift Changes With the Size
Start with the pad. Rather than build one version and scale the bra around it, Custom Lift adjusts padding to the size it sits in: more lift in smaller sizes, less in larger ones, so the shaping stays proportional across the range. Smoothing wings and lighter construction create what the campaign calls a “seamless silhouette,” so the bra doesn’t announce itself under clothes. The line runs both underwire and wire-free, for anyone who has already picked a side.
Three shapes carry the campaign: the Perfectly Fit Custom Lift Demi Bra, the Wirefree Triangle Bra and the Lace Push Up Bra.
A Campaign Built on Movement
The casting is the tell. Taylor is billed as a director and a performer, not a model. Her framing of the product focuses on motion, not shape.
“When I feel good in what I’m wearing, you can see it in the way I move,” Taylor said. “I need something that can keep up with me—whether I’m on a red carpet, performing, running around with my kids, or just at home. That’s what I love about the Perfectly Fit Custom Lift Bra. It gives me the lift and support I want without sacrificing comfort. I can move, I can breathe, and I can just be me.”
Comfort is the easiest thing in fashion to claim and the hardest to prove, which is where the casting does its work. A testimonial is simple to write and simple to discount. A performer holding her balance mid-routine is neither.
“The strongest campaigns start with the strongest product,” said Jonathan Bottomley, Calvin Klein’s chief marketing officer and PVH Corp.’s executive vice president of group consumer and brand strategy. “With Perfectly Fit Custom Lift, we took one of our signature bras and made it even better through thoughtful innovation. Teyana was the perfect partner to tell that story: she brings an authenticity and creative energy that feels uniquely her, while naturally embodying the confidence and sensuality that have always defined Calvin Klein.”
The Read
Underwear is the most accessible thing a fashion house sells and the category it can least afford to lose, because customers buy on fit and replace on fit. Answering with variance rather than a single standard turns a fit problem into a product feature — the half of the launch a competitor cannot reproduce. It also fits the playbook PVH has run under Stefan Larsson, its chief executive officer, which pairs signature brands with cultural touchstones and high-impact marketing.
The campaign makes the same move in another register. Calvin Klein handed its most commercially exposed product to two people who think in frames, and it lets a performer carry a claim that a still photograph could only assert.
The bra and the campaign launched globally on Sept. 22 across Calvin Klein retail, calvinklein.com and social platforms, alongside an out-of-home buy.
Three shapes, two constructions, one pad that changes with the size. The billboard sells the first purchase. The pad drives the next one.
About Calvin Klein
Calvin Klein, part of PVH Corp. (NYSE: PVH), was founded in New York in 1968. Across underwear, jeans, apparel, accessories, home and fragrance, the brand builds essential pieces that translate its American fashion roots to an international audience. Global retail sales of Calvin Klein products were approximately $9 billion in 2025.
Images courtesy of Calvin Klein.
Campaign credits: directed and photographed by Gordon Von Steiner.
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