Calvin Klein has named global football star Jude Bellingham as the face of its latest Icon Cotton Stretch underwear campaign, continuing the brand’s long-running tradition of featuring high-profile male celebrities in its advertising.
The campaign was photographed by Oliver Hadlee Pearch in Madrid last summer. Bellingham, 23, said he enjoyed working on the project and connected with the idea that confidence begins with feeling comfortable in yourself.
“I liked the idea of ‘the icon underneath’—that confidence starts with feeling comfortable in yourself,” Bellingham said in a statement. “Calvin Klein is such an iconic brand, so it was great to bring that idea to life in my own way.”
Before the campaign was officially revealed on November 2, Calvin Klein teased the partnership with a billboard in New York City’s SoHo. The image showed Bellingham’s physique without revealing his face, prompting fans to identify him from the teaser.
The brand had also shared a related teaser on Instagram on October 27 with the message: “The next icon. Coming soon.” Bellingham now joins a series of notable Calvin Klein underwear campaign stars that has included Michael B. Jordan, Justin Bieber, Jeremy Allen White and Bad Bunny.
Sources: Cosmopolitan.