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Calvin Klein Launches Women’s ‘Icon’ Line With Rosalía

Plus: Legacy Lingerie Bets on First Influencer Co-Design for Gen Z

Author

Zihan Lyu
September 11, 2025 • Estimated Reading Time: 4 minutes

ClickZ Underwear

Here’s what’s happening this week in the world of underwear and intimates:
- Hanky Panky debuts first-ever influencer co-design for Gen Z.
- Assence pushes polyester-free pouch tech to health-minded men.
- Victoria’s Secret rebuilds sports bra architecture across impact levels.
- Intimissimi brings NYFW pop-up to fuel experiential DTC demand.

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Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

Calvin Klein unveiled a women’s Icon Cotton Modal line fronted by Rosalía, featuring stitch‑free waistbands and bonded closures for smoother silhouettes and breathability. The launch extends the successful men’s Icon platform into women’s, blending engineering-led comfort with global celebrity reach. Competitors should expect accelerated adoption of invisible finishes and campaign-led product platforms to drive margin‑rich core refreshes.

Hanky Panky introduced its first-ever influencer collaboration, a 25-piece collection codesigned with model Lexi Wood, signaling a shift to creator-led product development. The move modernizes a legacy brand playbook for Gen Z discovery and social commerce while preserving fit and comfort DNA.

California startup Assence launched OEKO-certified bamboo underwear featuring separated pouch technology and a polyester-free promise, targeting health‑conscious men 20–45. The brand couples product differentiation with an aggressive “Buy 4 Get 4 Free” acquisition offer and plans to extend into polyester‑free performance basics. This underscores growing consumer sensitivity to materials, opening whitespace for health-positioned storytelling and testing of margin-efficient bundles.

⚡QUICK READS

Victoria’s Secret VSX Drops Five-Frame Sports Bra Architecture: VSX expands performance coverage from light to high impact—an SKU strategy aimed at reclaiming sports-bra share and simplifying fit journeys across training needs.(More)

Intimissimi Ties Ultralight Cotton Launch To NYFW Pop-Up: A comfort-first drop plus a Fashion Week experiential moment signals a hybrid discovery model to drive DTC traffic and content-led conversion.(More)

Jalen Green Fronts Calvin Klein’s Latest Underwear Campaign: Athlete endorsements move beyond sneaker deals, giving CK Gen Z reach while signaling broader sport–lifestyle convergence in intimates.(More)

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