Three new elixirs, three emotional temperatures. Calvin Klein’s latest ‘Euphoria’ chapter turns fragrance into mood, and Rosalía into its clearest pulse.
Heat can be bright, blush, or deep. With ‘Euphoria Elixirs’, Calvin Klein treats scent as a switch in the nervous system: a fast way to shift atmosphere, posture, intention. The campaign line, “Live out the fantasy in three distinct scent expressions,” lands as a simple proposition. You do not commit to one signature. You pick the intensity you want to inhabit.
Embodied by Rosalía, the new trio reframes the legacy of ‘Euphoria’ through higher concentration and sharper emotional coding. Solar, Magnetic and Bold orbit the same axis, vanilla, and pull it into three different directions. Solar Elixir reads as radiant and expansive, warmed by mango and a golden sweetness. Magnetic Elixir leans into a rose tinted sensuality with musk and soft pull. Bold Elixir drops into darker wood and smoke, anchored, nocturnal, more deliberate.
The visuals, photographed and directed by Carlijn Jacobs, stay clean and saturated. Blocks of solar yellow, magnetic pink and bold purple function as emotional backdrops rather than decor. Rosalía appears as gesture and energy, not as costume. The body carries the narrative, a glance held a second longer, a shoulder turned, movement that suggests confidence without performance. The fantasy is intimate and self authored.
Rosalía makes sense here because her public image has always been a controlled form of transformation. She moves between registers without dissolving identity, shifting tone, references and rhythm while keeping authorship intact. That elasticity mirrors the structure of ‘Euphoria Elixirs’: one core idea, expressed as three distinct intensities, designed for a life that rarely feels the same from one day to the next.
The bottle remains the sculptural icon people remember, now reinvented through colour to match each elixir’s temperature. It is a small but pointed decision: a familiar object, recharged for a present in which mood and aesthetic move together. Calvin Klein’s bet is clear. Fragrance is not just a finishing touch. It is a choice that edits the day.
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