Jung Kook, the South Korean singer, songwriter and member of K-pop sensation, BTS, joins a long lineup of celebrities starring in a Calvin Klein campaign.
The PVH-owned brand named Kook a global brand ambassador for Calvin Klein Jeans and Calvin Klein Underwear.
He makes his debut for the brand in a new campaign wearing Calvin Klein’s Spring 2023 ’90s straight and Body jeans, relaxed-fit denim shirt, oversized denim jacket and relaxed-fit standard logo crewneck tee. The campaign was shot by South Korean photographer Park Jong Ha.
“We pride ourselves on identifying globally relevant talent whose cultural impact and values align with our own. Jung Kook is one of the world’s most popular artists; he possesses a rare ability to connect with international audiences through both his music and his style,” said Jonathan Bottomley, Calvin Klein global chief marketing officer. “We’re fortunate and excited to have him join the Calvin Klein team.”
Kook said he’s a long-time fan of the brand. “This partnership is very special, as Calvin Klein’s heritage and brand values resonate with me,” he said. “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.”
Though BTS is on hiatus while its members peruse solo careers, the seven stars behind the K-pop ensemble are staying in the spotlight. RM fronts Bottega Veneta’s new Spring/Summer 2023 campaign, wearing the brand’s leather jeans and plaid shirt. Earlier this year, Louis Vuitton named J-Hope an ambassador, while Dior tapped Jimin to be a global brand ambassador.
The endorsements underscore the genre’s power in fashion. Levi’s recently partnered with the all-girl K-pop group, NewJeans, for a Spring/Summer 2023 marketing campaign. NewJeans will also perform in Seoul on May 20 to mark 501 Day, celebrating when the patent for riveted pants was granted in 1873.