Summary
- Jude Bellingham stars in Calvin Klein’s new Icon Cotton Stretch underwear campaign, launching globally today, Monday, November 2, across retail, calvinklein.com, social and out-of-home.
- The campaign marks Bellingham’s debut for the brand — photographed and directed by Oliver Hadlee Pearch in Madrid in August 2026, in pared-back imagery that nods to his signature on-pitch celebrations.
- The concept is “the icon underneath”: confidence that starts with feeling comfortable in yourself. Bellingham debuts the new Icon Cotton Stretch Shine Trunk, updating the Infinity Bond logo waistband with a shine finish.
- He also wears the Boxer Brief, Low Rise Trunk, Hip Brief and Slim Boxer, all in a soft cotton-stretch blend.
Calvin Klein’s celebrity-underwear formula has a new face, and it is a footballer. Jude Bellingham — Real Madrid and England, and fresh off a 2026 World Cup run that cemented him as one of the sport’s biggest stars — debuts for the brand today in the Icon Cotton Stretch campaign, shot in Madrid by Oliver Hadlee Pearch.
The campaign is deliberately stripped back: Bellingham at his most natural, with a nod to the celebrations fans know from the pitch. “I liked the idea of ‘the icon underneath’ — that confidence starts with feeling comfortable in yourself,” Bellingham said in the brand’s release. “Calvin Klein is such an iconic brand, so it was great to bring that idea to life in my own way.”
It follows a familiar CK playbook — Jeremy Allen White’s rooftop campaign in 2024, Jung Kook’s in 2023 — but with a sporting twist: Bellingham previously fronted SKIMS Mens in 2024, and now takes the other side of the underwear rivalry. The product focus is the Icon Cotton Stretch range, led by the new Shine Trunk.
Source: Calvin Klein (PVH) official launch release, Adweek and FashionUnited, cross-checked November 2. Photo: Calvin Klein via @complexstyle.
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