XANDERXO ENTERTAINMENT
Real Madrid and England midfielder Jude Bellingham has taken another significant step into the global fashion industry after being unveiled as the latest face of Calvin Klein’s new underwear campaign.
The 23-year-old football star makes his debut for the internationally recognised fashion label in its latest Icon Cotton Stretch campaign, officially launched on November 2, 2026.
The campaign, titled around the concept of “The Icon Underneath,” features Bellingham in a series of minimalist photographs showcasing different styles from the brand’s underwear collection. The project places particular emphasis on confidence, individuality and personal identity, presenting a different side of the footballer beyond his performances on the pitch.
Photographed and directed by Oliver Hadlee Pearch in Madrid in August, the campaign also incorporates a reference to Bellingham’s famous goal celebration, connecting his football identity with his growing influence in popular culture.
Speaking about the collaboration, Bellingham expressed his enthusiasm for the project, explaining that he appreciated the campaign’s message that confidence begins with feeling comfortable in yourself.
Among the pieces featured is the new Icon Cotton Stretch Shine Trunk, alongside boxer briefs, low-rise trunks, hip briefs and slim boxers.
The partnership further strengthens Bellingham’s growing presence in the international fashion industry. The England international has previously featured in campaigns for major brands, including Louis Vuitton and SKIMS, demonstrating his expanding appeal beyond professional football.
For Calvin Klein, the collaboration represents another strategic move to connect its products with influential personalities whose popularity extends across different generations and industries.
Bellingham’s involvement also reflects the increasing intersection between professional sports, celebrity culture and the global fashion business, where leading athletes are increasingly becoming influential figures in advertising, lifestyle and entertainment.
With his football career continuing to attract international attention, the midfielder’s latest venture demonstrates that his influence is no longer restricted to the football pitch.
From scoring goals for Real Madrid to fronting one of fashion’s most recognisable advertising brands, Jude Bellingham is steadily establishing himself as a global cultural figure.
