Jude Bellingham fronts Calvin Klein’s Icon Cotton Stretch underwear campaign
The Real Madrid midfielder stars in the global fashion brand's latest campaign for its signature cotton-stretch line.
Calvin Klein has unveiled a new advertising campaign for its Icon Cotton Stretch underwear line, featuring Real Madrid and England midfielder Jude Bellingham. The 23-year-old English player makes his debut as the face of the brand in the global push, which launches across Calvin Klein’s retail locations, website and social media platforms as well as out-of-home advertising.
Campaign details and silhouettes
The campaign was shot by Oliver Hadlee Pearch in Madrid during August, according to the brand. Bellingham appears in minimal styling wearing several pieces from the Icon Cotton Stretch range, including styles made from a soft cotton-stretch blend. One highlight is a new Shine Trunk variant that gives the Infinity Bond logo waistband a glossy treatment. The imagery also nods to Bellingham’s celebrated on-field gestures.
The brand’s perspective
David Savman, who leads Calvin Klein’s global brand strategy, said in a statement that the campaign taps into the label’s focus on building its most recognizable products. “Icons are forever, and we’re focused on strengthening our icons and finding new ways to make them relevant for consumers today,” Savman said. “Jude brings incredible global relevance to that strategy, introducing our signature underwear to a new generation through his distinctive confidence and presence.”
Bellingham’s involvement
Bellingham, widely regarded as one of the world’s best players, told Cosmopolitan that he connected with the campaign’s central idea. “I really enjoyed working on this campaign,” he said. “I liked the idea of ‘the icon underneath’—that confidence starts with feeling comfortable in yourself. Calvin Klein is such an iconic brand, so it was great to bring that idea to life in my own way.”
The brand teased the collaboration before its November 2 official launch with a billboard in New York City’s SoHo neighborhood that showed Bellingham’s physique without revealing his face, and with an Instagram post on October 27 captioned “The next icon. Coming soon.” Bellingham has previously appeared in advertisements for Louis Vuitton and Skims’ menswear division.
This article was compiled by the Glamorade editorial desk from the official announcements and reporting listed under Sources.
