Jude Bellingham is no stranger to the spotlight, but his latest outing has him trade his football kit for a rather different look.
The Real Madrid and England midfielder has made his Calvin Klein debut, fronting a new global campaign for the brand’s underwear collection. In keeping with the fashion houses’ longstanding approach to underwear advertising, there’s very little left to the imagination.
Shot by Oliver Hadlee Pearch, the spot has put Bellingham front and center in a series of stripped-back videos that leaves the football star’s physique doing most of the talking.
For anyone who has followed Calvin Klein’s underwear advertising in recent years, the formula will feel familiar. The brand has built a reputation around getting some of the world’s most recognisable faces into far less clothing, with Bellingham being the latest addition to its growing roster of talent.
The campaign even sneaks in a little football familiarity, with Bellingham recreating his trademark goal celebration in a setting that is a far away from the pitch.
Across the shoot, Bellingham wears several pieces from the Icon Cotton Stretch collection, including the Boxer Brief, Low Rise Trunk, Hip Brief and Slim Boxer.
Beyond giving the internet another reason to stop scrolling, Calvin Klein had a message to get across. Dubbed ‘the icon underneath’, the campaign is centred on the idea that confidence starts with feeling good in what you’re wearing, even if nobody else gets to see it.
“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,” said Bellingham.
The campaign has launched globally across Calvin Klein stores, its website, social channels and out-of-home.
It’s another successful outing for Bellingham, whose latest kit is significantly easier to get your hands on.
