Tuesday, November 3, 2026
Jude Bellingham Strips Down to His Calvins: The Calvin Klein Underwear Campaign Everyone Is Screenshotting
I’ve been behind the camera since 2001 and shot more than 2,000 scenes, and I own more white briefs than any man should. So believe me when I say this: Jude Bellingham just made every guy on Earth feel underdressed in his underwear.
Jude Bellingham is Calvin Klein’s newest underwear star. The Real Madrid and England midfielder, 23, fronts the brand’s Icon Cotton Stretch campaign, which launched worldwide on Nov. 2, 2026, after a shoot in Madrid with photographer Oliver Hadlee Pearch. It’s his first campaign for Calvin Klein (PVH).
The internet took it from there. PopCrave‘s post of two of the shots, captioned simply “Jude Bellingham for Calvin Klein,” passed 6.7 million views, 73,000 likes and 7,500 bookmarks within a day of going up on Nov. 2. GQ, Business of Fashion, Adweek and Cosmopolitan all ran the photos (GQ, BoF, Adweek).
Watch: Jude Bellingham’s Calvin Klein campaign film
The full Calvin Klein Icon Cotton Stretch film, shot by Oliver Hadlee Pearch in Madrid. It opens with Jude in jeans and a white tank, then cuts to close-ups of his abs and the Calvin Klein waistband, white briefs against a white wall, the arms-out pose and grey trunks.
Jude Bellingham for Calvin Klein: the Icon Cotton Stretch campaign film (2026) (0:53) · more on his hub
The shoot: white wall, white briefs, a hot Madrid day
Calvin Klein says Pearch shot the campaign in Madrid in August 2026, keeping the images “pared-back” so the focus stays on Jude. He wears Cotton Stretch throughout and debuts the new Cotton Stretch Shine Trunk, which gives the Infinity Bond logo waistband a shiny finish. He also wears the Boxer Brief, Low Rise Trunk, Hip Brief and Slim Boxer (PVH). GQ says the shoot happened “on a hot Madrid day” and that he wears the collection “and nothing else” throughout (GQ).
“I really enjoyed working on this campaign,” Bellingham said. “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” (PVH).
The brand teased it a week earlier with an Instagram clip of a man running his fingers from his boxers up to his chest, without showing his face. GQ called it “very suggestive. Very sexy,” and said Instagram “went wild” (GQ). In one of the final shots, he does his goal celebration in his briefs, the nod to his “signature celebrations on the field” that Calvin Klein mentions in its release.
The hottest frames from the campaign film
The video starts with Jude in jeans and a plain white tank, then switches to a montage of him in different Calvin Klein boxers and briefs (BoF). These are the frames everybody is screenshotting.
Calvin Klein’s marketing boss told BoF the goal is “a cultural moment that we can convert into commercial advantage.” Translation: get a 23-year-old with 57 million Instagram followers to take his shirt off, and let the internet do the media buying. 6.7 million views on one PopCrave post says it worked.
What I like is how little there is in it. A white wall, white briefs, a hot day in Madrid and a guy who already knows where the camera is. No props, no story, no clever concept. I’ve shot a lot of men in their underwear, and most of them need ten takes to stop looking like they’re waiting for a bus. Jude looks like he’s waiting for you to finish staring.
The arms-out shot is the one. Calvin Klein says the campaign nods to his goal celebrations, and once you’ve seen him do it in briefs, you can’t unsee it. Every time he scores for Real Madrid now, half the stadium is going to picture the underwear. That’s not marketing. That’s a curse. A very profitable one.
— Nico
Why Calvin Klein picked him now
Calvin Klein’s chief marketing officer, Jonathan Bottomley, told BoF the brand looks for someone with “real cultural velocity,” and Jude fits. After this summer’s World Cup he has close to 57 million Instagram followers and is known well beyond football fans (BoF). Bottomley was blunt about the plan: “What we’re trying to do is create a cultural moment that we can convert into commercial advantage.” BoF also reports that PVH shares rose 3% the day the campaign came out.
He joins a long line of men who have stripped for Calvin Klein. The 2024 Jeremy Allen White campaign drove a 30% jump in the brand’s underwear sales in the week after it came out, according to BoF, and Bad Bunny’s spot was timed to his Super Bowl halftime show. Footballers are part of the plan, too: Virgil van Dijk and Son Heung-min did it in 2023, and Jude’s Real Madrid and England teammate Trent Alexander-Arnold did it at the end of 2025 (GQ). On the women’s side, Calvin Klein’s denim campaign with Tate McRae is helping its fall sales, per BoF, and Kendall Jenner, Bella Hadid and Kaia Gerber have all fronted the brand.
Not his first time in his underwear: SKIMS 2024
Calvin Klein isn’t Jude’s first underwear campaign. In June 2024, just before Euro 2024, he became the face of Kim Kardashian’s SKIMS Mens, juggling a football in grey trunks (talkSPORT, WWD). BoF calls it “his first underwear modelling moment.” Two months later, on Aug. 16, 2024, Louis Vuitton named him a Friend of the House (ESPN). SKIMS has since moved on to holiday lingerie with the Jenner sisters (see their Santa campaign).
His first underwear campaign: SKIMS Mens, released June 11, 2024. Shirtless in grey trunks, he juggles a football and says “I’m Jude Bellingham” to camera.
Jude Bellingham for SKIMS Mens (2024) (0:12) · more on his hub
See every Jude Bellingham campaign, clip and photo on his hub →
What’s confirmed
Confirmed by Calvin Klein: the campaign, the Madrid shoot in August 2026, the photographer, the underwear styles and Jude’s quote (PVH press release). Reported: the CMO’s comments, the 57 million followers and the 3% share rise (BoF); the Instagram teaser (GQ). Counted by us: the PopCrave numbers, read on Nov. 3 at 10 p.m. Bangkok time. Opinion: everything in Nico’s take.
FAQ
Is Jude Bellingham the new face of Calvin Klein underwear?
Yes. Calvin Klein launched his debut campaign for its Icon Cotton Stretch underwear on Nov. 2, 2026, worldwide in stores, on calvinklein.com, on social media and on billboards (PVH press release).
Who shot Jude Bellingham’s Calvin Klein campaign?
Oliver Hadlee Pearch directed and photographed it in Madrid in August 2026, against a plain white background (PVH, GQ).
What underwear does Jude Bellingham wear in the Calvin Klein ads?
Cotton Stretch throughout: the new Shine Trunk, with a shiny Infinity Bond logo waistband, plus the Boxer Brief, Low Rise Trunk, Hip Brief and Slim Boxer (PVH).
Has Jude Bellingham modeled underwear before?
Yes. He fronted SKIMS Mens for Kim Kardashian in June 2024, which BoF calls his first underwear modelling moment. He has also been a Louis Vuitton Friend of the House since August 2024.
Which other footballers have done Calvin Klein underwear?
Virgil van Dijk and Son Heung-min in 2023, and his Real Madrid and England teammate Trent Alexander-Arnold at the end of 2025 (GQ).
How old is Jude Bellingham?
He was born on June 29, 2003, so he is 23. GQ also calls him 23.
— Nico. White briefs, white wall, 6.7 million views. Every Jude campaign is on his hub.
Fact-check: Scandal Planet Desk
Follow Nico on X @NicoGrey_XO for my takes before they hit the site.
Photos: Oliver Hadlee Pearch / Calvin Klein (campaign images and film), SKIMS and Louis Vuitton campaign films, World Cup 2026 and Laureus 2024 photos by Bryan Berlin and Barcex (Wikimedia Commons, CC BY-SA 4.0). ScandalPlanet watermark only.
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