Jungkook for Calvin Klein Is Happening
We did it, Joe.
We did it,
Joe ARMY. Once again, we manifested, theorized and successfully sleuthed a campaign that's now become a reality — this time, for Jeon Jungkook, known simply as Jungkook.
After teasing it on social media, Calvin Klein dropped its campaign with BTS' "Golden Maknae" on Tuesday. It was photographed by Park Jong Ha, and sees Jungkook modeling a range of Spring 2023 styles, like the brand's '90s Straight Denim, Body Jeans, Relaxed Fit Denim Shirt, Oversized Denim Jacket and Relaxed Fit Standard Logo Crewneck Tee. This marks his first project as global ambassador for Calvin Klein Jeans and Calvin Klein Underwear.
"I have been a fan of Calvin Klein for a long time, and I'm thrilled to be their newest global ambassador," Jungkook said, in a statement. "This partnership is very special, as Calvin Klein's heritage and brand values resonate with me. My music is how I communicate with my fans around the world, and I see this partnership as an opportunity to connect with them in a new way. I'm incredibly excited for people to see a new side of me in this first campaign for the brand."
Some might argue the origins of this partnership go back almost a year, to the Permission to Dance on Stage concerts in Las Vegas in April 2022. On the first weekend of shows, Jungkook spotted a fan sign in the audience featuring a still shot of his infamous ab-baring move in the "Fake Love" choreography, and responded by lifting his shirt and revealing not just his abs, but also the waistband of his Calvin Klein underwear. The brand started trending worldwide.
Speculation really gained traction months later when a Calvin Klein executive followed Jungkook on Instagram. The singer had also been posting more videos of himself boxing (before deleting Instagram), which some believed to be indicative of a campaign with the brand coming soon, given, you know, the nature of Calvin Klein campaigns.
"We pride ourselves on identifying globally relevant talent whose cultural impact and values align with our own," Jonathan Bottomley, global chief marketing officer of Calvin Klein, said in a statement, adding that the artist is "one of the world's most popular artists" and "possesses a rare ability to connect with international audiences through both his music and his style."
Jungkook joins a cohort of certified hotties that have been tapped to model for Calvin Klein. The brand's Spring 2023 campaign stars Blackpink's Jennie (who's been appearing in its ad spots for some time now), Michael B. Jordan, FKA twigs, Kendall Jenner and Aaron Taylor-Johnson. Other internet crushes that have gotten the CK treatment in recent years: Yahya Abdul-Mateen II, Michaela Jaé Rodriguez, Shygirl, Noah Centineo, A$ap Rocky, Megan Thee Stallion, Lil Nas X, Maluma, Naomi Campbell, Jacob Elordi, Bella Hadid and many more.
The announcement comes as members of BTS begin signing fashion brand deals as individuals. As a group, they were named Louis Vuitton brand ambassadors in 2021. Since then, Suga started working with Valentino, Jimin with Dior and Tiffany & Co.; J-Hope, meanwhile, stuck with Louis Vuitton. RM and V haven't officially joined houses, but they've aligned themselves with Bottega Veneta and Celine, respectively. (Jin is currently enlisted in the South Korean army.)
If these photos end up on the billboard on Houston Street... Phew.
Never miss the latest fashion industry news. Sign up for the Fashionista daily newsletter.