Jude Bellingham knows what to do with an audience. Arms outstretched in his signature goal celebration, the footballer brings a gesture of stadium-scale confidence to Calvin Klein’s new Icon Cotton Stretch underwear campaign. His debut for the brand turns that invitation to look into the central attraction.
Jude Bellingham for Calvin Klein Underwear
Photographer and director Oliver Hadlee Pearch shot the campaign in Madrid, using white backdrops and hard shadows to give Bellingham’s athletic physique a sculptural quality. White briefs emphasize the long line of his legs, while reclining poses in looser boxers shift the mood toward private downtime.
A white tank introduces a softer, more casual register, its hem lifted to reveal the logo waistband. The range also includes the new Shine Trunk, which gives Calvin Klein’s signature band a glossy finish.
The brand calls the concept “the icon underneath,” but the most persuasive connection happens in Bellingham’s posture. The same open-armed stance that commands attention on the pitch looks perfectly at home in an underwear advertisement.
Expressive posing also shaped Jung Kook’s fall 2026 Calvin Klein campaign, which put the spotlight on the brand’s denim.
