Calvin Klein and Rosalía turn up the heat for the new ‘euphoria elixir’ collection

This spring, Calvin Klein is expanding its iconic ‘euphoria’ perfume line with the introduction of the ‘euphoria elixirs’: three new scents using the signature vanilla notes beloved in the original, but supercharged and enriched with complimentary aromas. They’re set to be the sexiest scent drop of the season, but we’d expect no less from a brand primarily associated with underwear.

Though Calvin Klein’s legacy has always felt quite ‘grown up’ — the classic vision springs to mind of an impossibly beautiful couple undressing each others’ starched denim to reveal matching, white CK undies — the brand has recently been expending their energy tapping into the Gen-Z market. Last year’s underwear campaign with Bad Bunny practically broke the internet and has haunted the Pinterest algorithm of every fashion fanatic (and horny 20-something) since. And the ‘euphoria elixir’ campaign promises similar results. The brand has invited Spanish singer Rosalía to head the campaign which, thanks to the scent’s name, acts as a double-edged sword. With the singer set to make an appearance in HBO’s long-awaited upcoming season of Euphoria this spring, the timing feels noticeably deliberate. God bless the PR machine working to make this happen.

This campaign is not the first time we’ve seen CK collaborate with Rosalía, though, as she starred in the brand’s Icon Cotton Modal campaign last September. Though the singer might be wearing noticeably more clothes this time, the ‘euphoria elixir’ imagery might be even sexier, and Rosalía knows it. “My ex, of course,” was the singer’s response when asked who she was most excited about seeing the campaign, tapping into the unapologetic Gen-Z energy that translates into both her music and the campaign’s message.

Speaking of music, the campaign soundtrack is just as sultry as its accompanying video. Rosalía is an ethereal vision in silver, lying in a pool of water singing the sweet Spanish nothings of  ‘Dios Es Un Stalker’. I’m no polyglot, but seduction transcends every language — especially with the help of Carlijn Jacobs’ direction.

As for the scents themselves, at 28 percent concentration (Calvin Klein’s highest ever) they promise to be the house’s boldest fragrances yet, matching the intoxicating aura of the video. The ‘euphoria elixir’ holy trinity is made up bold elixir with daring woody undertones, solar elixir with the uplifting warmth of mango and magnetic elixir  — an ultra-concentrated version of the vanilla that runs through all three scents, with an irresistible musky touch. The packaging is super sleek and monochromatic, too, making it a suitably sexy addition to your dressing table.