Jude Bellingham Strips Down for His First Calvin Klein Underwear Campaign

Jude Bellingham has added underwear model to his growing list of fashion credentials, making his debut for Calvin Klein in a new campaign for the American fashion label. The 23-year-old Real Madrid and England midfielder appears in a series of photographs and a campaign video promoting the brand’s Icon Cotton Stretch underwear collection.

Photographed and directed by Oliver Hadlee Pearch in Madrid in August 2026, the campaign features Bellingham modelling several styles from the collection. In one of the photographs, he recreates his trademark goal celebration, bringing a familiar part of his football career into the shoot.

Photo: Calvin Klein

The accompanying video begins with Bellingham wearing a white tank top and jeans before showing him in different underwear styles. Cheering can be heard in the background as he changes into the Calvin Klein pieces. The video also carries the campaign’s central message: “What matters most is the icon underneath.”

Among the items he models is the new Icon Cotton Stretch Shine Trunk, which features a glossy finish on the brand’s Infinity Bond logo waistband. Other pieces include the Boxer Brief, Low Rise Trunk, Hip Brief and Slim Boxer. The collection uses a cotton-stretch blend, with designs intended to provide support and flexibility.

Bellingham said he enjoyed working on the campaign and connected with its message about self-confidence. “I liked the idea of ‘the icon underneath’ – that confidence starts with feeling comfortable in yourself,” he said. He also welcomed the opportunity to work with Calvin Klein, describing the brand as iconic.

Photo: Calvin Klein

The campaign marks Bellingham’s first collaboration with Calvin Klein, but it is not his first time modelling underwear. In 2024, he appeared in a men’s underwear campaign for SKIMS, Kim Kardashian’s shapewear and clothing brand. He has also worked with Louis Vuitton, adding fashion campaigns to his commercial portfolio outside football.

Calvin Klein has previously featured several professional footballers in its underwear advertising. Liverpool defender Virgil van Dijk and South Korean forward Son Heung-min appeared in campaigns in 2023, while Bellingham’s Real Madrid teammate Trent Alexander-Arnold featured in late 2025.

The brand’s celebrity campaigns have also included Bad Bunny and actor Jeremy Allen White. White’s 2024 underwear campaign delivered a reported 30 per cent year-over-year increase in Calvin Klein underwear sales during the week after its release.

Photo: Calvin Klein

Bellingham’s selection also reflects Calvin Klein’s interest in working with sports figures who have audiences beyond their respective games. The midfielder has nearly 57 million Instagram followers, giving the brand access to a large international audience. Calvin Klein’s chief marketing officer, Jonathan Bottomley, has described the company’s approach as finding personalities with growing cultural influence.

The campaign follows Bellingham’s appearance for England at the 2026 FIFA World Cup. PEOPLE readers also voted him the publication’s Sexiest World Cup Star, adding another headline-making moment to a year in which he has attracted attention both on and off the field.

Calvin Klein’s campaign launched globally on November 2, 2026, across the brand’s stores, website, social media platforms and outdoor advertising.