Tate McRae’s performance identity sits at the centre of Calvin Klein’s new Fall 2026 denim campaign, connecting fashion, choreography and social participation.
The opening chapter of Feel the Fit uses McRae’s movement and pop-cultural visibility to introduce the brand’s latest denim range to a younger audience.
Directed and photographed by Carlijn Jacobs, the campaign follows McRae across familiar everyday settings. Each scene changes as she begins to move, presenting the clothing through physical performance rather than conventional fashion posing.
“I’ve always been a fan of Calvin Klein jeans. Every style has its own personality, but they all give you that same undeniable confidence,” McRae says. “This campaign is about that moment when you put on your favourite pair of jeans and everything just clicks. I loved being able to move, dance and bring my own energy to every look.”
The use of Deee-Lite’s Groove Is in the Heart brings another cultural layer to the campaign. Its unmistakable ’90s energy references an era closely associated with Calvin Klein while McRae’s choreography translates that identity for current digital audiences.
That connection will continue across social media, where creators are being invited to recreate campaign choreography developed by Sergio Reis. The strategy turns McRae’s movement into shareable content, extending the campaign beyond its original film and imagery.
Denim has always been at the heart of Calvin Klein, shaping our distinct point of view on confidence, sensuality and self-expression. ‘Feel the Fit’ brings that legacy to life for a new generation in a way that feels unmistakably Calvin Klein and entirely current. – David Savman, Global Brand President at Calvin Klein
McRae wears several Fall 2026 designs, including the Low Rise Baggy Jean, High Rise Loose Jean and returning ’90s Straight Jean. The collection combines relaxed silhouettes with dark washes, indigo rinses and seasonal tones.
Feel the Fit will roll out through Calvin Klein stores, its website, social platforms and international out-of-home placements, with further global talent set to appear in later chapters.
By building the launch around McRae’s recognisable performance language, Calvin Klein is using more than celebrity visibility. The campaign converts choreography into a creative asset that can move between fashion film, music culture and creator-led social content.