21st Century Icon Jungkook and Calvin Klein are BACK!
Following his headline-worthy appearance at New York Fashion Week, South Korean star Jungkook reignites his partnership with Calvin Klein. The K-pop icon returns to the limelight with a campaign, promoting the brand’s latest seasonal launch.
Star power and New York City sensibilities converge
Lensed by international-renowned photographer Mert Alas, Calvin Klein’s newest campaign stars Jungkook against the dynamic backdrop of New York City. The campaign, which launched on October 28, finds inspiration in the classic Calvin Klein ‘90s aesthetic—a nostalgia-driven image the brand has been championing in recent seasons.
Jungkook channels his star power, dressed in season-appropriate outfits. His wardrobe spans Calvin Klein staples, from denim-on-denim and leather looks to the brand’s signature underwear. Pieces merge a utilitarian edge with timeless design and modern sensibilities. Calvin Klein brings back the ‘90s straight jeans with vintage and dark rinses. Meanwhile, outerwear and monogram pieces embrace classic silhouettes and relaxed fits.
Jungkook’s stellar return
The moody campaign stills show Jungkook embodying Calvin Klein’s provocative image. Tapping into the rise of music and dance ads, the accompanying video displays the performer’s showmanship, as he dances to the tune of the 1997 hit “Block Rockin’ Beats” by The Chemical Brothers.
“I know that my fans have been eagerly waiting for this return. And it feels so good to be back in the brand’s iconic denim,” shared Jungkook in a press statement. “The energy on Calvin Klein sets is always incredible, and this shoot was no exception – I am excited to see the campaign out in the world.”
Denim fever meets global stardom
Jungkook’s latest campaign comes on the heels of the star’s front row appearance at the brand’s Spring Summer 2026 show in New York. The Calvin Klein global ambassador broke new ground on the front row, prompting media coverage and echo mentions worth $30.4 million in Media Impact Value, a Launchmetrics’ machine-learning algorithm that measures marketing and PR efforts by assigning monetary value to posts, articles and interactions, as well as analyzing qualitative and quantitative factors.
The data company highlighted Jungkook’s ability to spark conversations even without owning social media channels. “Jungkook drove a 53% of Calvin Klein’s overall show performance through viral media coverage and other echo mentions, illustrating how strategically aligned ambassadors can shift performance outcomes at scale, with influence extending well beyond their direct channels,” Launchmetrics wrote in their report.
The ad push—Jungkook’s first team-up with Calvin Klein since his military service discharge—notches another major celebrity moment for the brand. This year, the PVH Corp-owned company has seen its marketing efforts soar. Partnerships with superstars such as Bad Bunny, Rosalia and Cooper Koch set the internet (and the market) abuzz. Upcoming Super Bowl halftime performer Bad Bunny’s underwear campaign, for example, generated $8.4 million in Media Impact Value (MIV) in less than 48 hours. Rosalía’s, on the other hand, accrued $3.9 million in MIV in the same time frame.
Moreover, Jungkook’s campaign coincides with the reemergence of celebrity-led denim campaigns and the return of ads into the cultural zeitgeist. From dance videos like Gap’s “Better in Denim” to Indian stars Alia Bhatt and Diljit Dosanjh’s partnership with Levi’s, 2025 has teemed with relevant denim-related moments.
Jungkook is the latest global icon to join the denim ad race. And he does it with a bang.
Keep scrolling to see the full campaign.
