Calvin Klein Moves Into Shapewear, Raising Stakes With SKIMS

ClickZ Underwear

Here’s what’s happening this week in the world of underwear eCommerce:
- Calvin Klein debuts fashion-forward shapewear with four compression levels.
- SKIMS leans into sheer intimates via social-first creative.
- Wacoal expands comfort basics with recycled materials.
- RomperJack launches ROMPS to scale men’s underwear.

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📌WEEKLY MUST-KNOWS

PORTFOLIO STRATEGY & CATEGORY EXPANSION
Eve Hewson Fronts Calvin Klein's New Shapewear Campaign

Calvin Klein launched a new shapewear category with four distinct compression levels, positioning pieces as fashion-forward apparel as much as foundation. This raises competitive pressure on SKIMS and Spanx while blurring underwear, shapewear, and ready-to-wear merchandising. Marketers should anticipate more PDP complexity, new size/fit education, and content needs to clarify compression, comfort, and occasion.

SOCIAL COMMERCE & BRAND SAFETY
Kim Kardashian Stars In Latest SKIMS Intimates Ad

SKIMS dropped Milky Sheer intimates with IG-first creative featuring embroidered phrases and a bundle pricing strategy alongside fresh Essentials. The intimate, explicit-leaning visuals drive organic reach but increase paid-social policy risk and creative disapprovals on Meta/TikTok. Brands in intimates should plan variant creatives and whitelisting tactics to balance virality with ad compliance.

⚡QUICK READS

Wacoal Introduces Its Autumn-Winter 2025 Collection: Wacoal expands BASICS and festive lines with recycled fabrics and inclusive sizing—another signal that comfort-first, sustainable everyday wear is driving basket mix.(More)

RomperJack Expands Men’s Fashion Line With Launch Of ROMPS Underwear Collection: DTC player RomperJack moves deeper into men’s underwear—competition in male basics is heating up, pressuring paid efficiency and influencer rates.(More)

Irina Shayk Stars In Etam's Fall 2025 Campaign: Etam’s ‘J’ETAM’ uses natural light and minimal staging—evidence that intimate, unfiltered visuals are replacing boudoir tropes to broaden brand safety and reach.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division