Jude Bellingham is appearing in Calvin Klein's global campaign for its Icon Cotton Stretch underwear range. VnExpress, citing People, reported that The Icon Underneath campaign centres on confidence and feeling comfortable with one's body.
Madrid photographs become a global campaign
Photographer Oliver Hadlee Pearch worked with the England midfielder in Madrid in August. Alongside the photographs, a campaign video features styles including Boxer Brief, Low Rise Trunk, Hip Brief and Slim Boxer.
According to the account carried by VnExpress, the campaign was announced on November 2. Bellingham's images have been placed on large outdoor advertisements, including in New York's SoHo district.
VnExpress also relayed BoF's assessment that his profile beyond football was part of the brand's appeal. The publication viewed the choice as a way to reach additional customers and renew attention around underwear.
Fashion work builds on earlier partnerships
Bellingham entered underwear modelling with SKIMS in summer 2024. Adidas introduced his first personal collection that year, covering jerseys, tracksuits, T-shirts and shorts carrying an interlocking JB logo.
He became a Louis Vuitton Friend of the House in August 2024. Those collaborations preceded the new Calvin Klein work.
The brand has also worked with Bad Bunny, Jung Kook, Jeremy Allen White, Greta Lee and Eve Hewson, among others.
Photographs, video and outdoor placements form the campaign's reported rollout, extending the Real Madrid midfielder's presence beyond the football pitch and adding to fashion relationships established since 2024.