Rosalía fronts Calvin Klein’s ‘Euphoria Elixirs’ campaign and delivers a viral line after laughingly mentioning her ex.
Every Rosalía release extends beyond music, and her latest campaign for Calvin Klein is no exception. The singer is the face of ‘Euphoria Elixirs’, a fragrance line composed of three scents — Bold, Magnetic and Solar — yet it was not the imagery that sparked the most conversation, but a single remark.
In the promotional video shared by the brand, the artist answers what seems like a simple question: who will be most excited to see the campaign. Her reaction is immediate and playful: “My ex. Yeah, of course, my ex.” She then adds that on seeing it, he will probably think something along the lines of “damn”, implying what he is missing. “He’s going to love it, obviously,” she concludes, later clarifying that she was not referring to any specific former partner.
The campaign, photographed by Carlijn Jacobs, unfolds across three distinct visual moods. Rosalía appears within shifting scenography where colours evolve as she dances, styled in looks that nod to the 1990s aesthetic long associated with the brand: fitted silhouettes, sheer fabrics and damp textures that frame sensuality as artistic rather than overt.
It is not their first collaboration. In 2024, the singer fronted the house’s underwear campaign, joining a visual lineage that includes Kate Moss, Mark Wahlberg, Justin Bieber and Bad Bunny.
The timing also aligns with a particularly active professional moment. The perfume’s name indirectly echoes the series ‘Euphoria’, whose upcoming season will feature Rosalía’s acting debut, expanding her presence into television.
Between new music, global campaigns and her move into acting, Rosalía continues to shape a cross-disciplinary career within international pop culture. Once again, she proves that a single promotional response can become a global headline.
Without naming names or confirming anything, her comment about “my ex” has emerged as the campaign’s most viral moment — a brief phrase that encapsulates her communication style: effortless, humorous and fully in control of the media narrative.
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