Calvin Klein Launches 'Feel the Fit' Denim Campaign Featuring Tate McRae and Sadie Sink

Key points

• The campaign centers on the 'Feel the Fit' proposition, using motion to demonstrate the flexibility and comfort of new denim styles.
• Tate McRae stars in a 25-second film directed by Carlijn Jacobs, featuring choreography by Sergio Reis and Deee-Lite's 'Groove Is in the Heart.'
• Sadie Sink appears in separate videos showcasing high-rise loose jeans and 90s straight jeans, set to Willa Ford's 'I Wanna Be Bad.'
• The campaign includes a social media extension inviting creators to recreate the choreography from McRae's segment.
• The initiative follows a broader 2026 trend of celebrities using denim campaigns to highlight personal style and confidence.

Background

This launch continues a 2026 trend of major denim brands leveraging celebrity partnerships to drive cultural relevance. Earlier in the year, American Eagle featured Sydney Sweeney in a low-rise campaign, while Tommy Hilfiger utilized Travis Kelce. Calvin Klein's current move aligns with these efforts but distinguishes itself by focusing on kinetic movement rather than static posing.

How outlets are covering it

The Impression provides a detailed critical analysis of the Tate McRae segment, praising the choreography and the use of mirrors to amplify movement. USA Today focuses on the Sadie Sink segment, highlighting her pop-star aesthetic and recent Marvel role. Yahoo's source is a technical error page and provides no editorial content. The outlets differ in their primary focus, with The Impression emphasizing the artistic merit of the film, while USA Today highlights the celebrity's broader career and fashion philosophy.

Why it matters

The campaign signals a shift in denim advertising toward dynamic performance over static modeling. By featuring two distinct stars with different creative approaches, Calvin Klein broadens its appeal and reinforces the idea that fit is defined by how a garment moves with the wearer, not just how it looks.

What to watch

The campaign is expected to continue across digital and print channels throughout the fall season. The social media challenge for creators to recreate the choreography may drive further engagement and user-generated content.