Jude Bellingham, the 23-year-old British football sensation and star of Real Madrid, has made his debut as a model for Calvin Klein in the brand’s latest underwear campaign. The campaign, which showcases the Icon Cotton Stretch underwear line, will be launched globally on November 2, 2023, and promises to be a highly anticipated addition to Calvin Klein’s storied advertising history.
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The campaign features Bellingham photographed in various styles of underwear, including the new Icon Cotton Stretch Shine Trunk. Shot by photographer Oliver Hadlee Pearch in Madrid during August, the campaign captures Bellingham displaying both confidence and charisma. The video prominently features an engaging soundscape of cheers as the footballer transitions from a casual look in a white tank and jeans to being clad solely in underwear.
Bellingham’s participation in this campaign adds a touch of glamour to his rising profile in both sports and fashion. As he declares in the campaign video, “What matters most is the icon underneath,” he reinforces the blend of athleticism and style that the brand advocates. This debut is particularly noteworthy given Bellingham’s already significant status within the sports arena, having recently made headlines as the winner of PEOPLE’s reader’s choice poll for Sexiest World Cup Star during the recent tournament in which he contributed to England’s commendable third-place finish.
This latest campaign follows Calvin Klein’s collaboration with Puerto Rican artist Bad Bunny, whose own campaign successfully flaunted the brand’s new designs earlier this year. Bad Bunny expressed his excitement about the project in a press release, highlighting the personal significance of shooting in his home country and feeling honoured to be part of such an iconic brand.
Bellingham’s entry into modelling for Calvin Klein marks a significant addition to the brand’s roster, which includes a diverse array of personalities from the entertainment and sports worlds. Previous campaign models have included Eve Hewson, who starred in the brand’s shapewear line, and actor Alexander Skarsgård, who returned to model for Calvin Klein’s Fall 2024 menswear collection. Prominent names like Jung Kook of BTS and Sadie Sink have also made recent appearances, showcasing the broad appeal of Calvin Klein campaigns across different demographics.
The brand has long been known for its provocative advertising and has built a legacy around its underwear campaigns, starting from the 1980s with Olympic pole vaulter Tom Hintnaus and later featuring major stars such as Mark Wahlberg and Shawn Mendes. Calvin Klein continues to seek new faces that resonate with today’s audience, seamlessly blending style with a cultural narrative that captivates consumers.
Bellingham’s transition into the world of fashion could further enhance his already impressive brand. As he takes on this new role, the footballer not only showcases his physicality but also embraces the opportunity to connect with fans on a different level. This involvement in high-profile campaigns could also pave the way for further collaborations within the fashion industry.
Fans of both Bellingham and Calvin Klein will be able to view the campaign from November 2, when it will become available in stores, online, and across various social media platforms. As anticipation builds for the release, this collaboration highlights the increasing intersection of sports and fashion, a trend which only continues to grow in popularity.