Jude Bellingham Turns Up the Sex Appeal Behind the Scenes of Calvin Klein’s Winter 2026 Campaign

A Pretty Face Gets Attention. Jude Bellingham Brings Something More.

There are handsome faces, and then there are people who make an image impossible to forget. Jude Bellingham lands firmly in the latter category in his Calvin Klein Winter 2026 debut. The Real Madrid and England footballer trades his kit for the label’s Icon Cotton Stretch underwear, bringing a natural confidence that no amount of art direction can manufacture.

Such a great campaign featuring a naturally sexy footballer. You can be a pretty face, but if the sex appeal is missing, is it really that memorable? Beauty catches the eye; charisma makes you look twice. Bellingham has both, and the stripped-back presentation wisely lets him do the talking without much fuss.

Launched globally on November 2, 2026, the campaign was directed and photographed by Oliver Hadlee Pearch in Madrid in August. Its idea, “the icon underneath,” connects the comfort of what someone wears with how confidently they carry themselves. Bellingham’s unmistakable presence provides the bridge from football pitch to fashion image.

The spotlight falls on Icon Cotton Stretch essentials, including the new Stretch Shine Trunk with its updated Infinity Bond logo waistband, alongside boxer briefs, low-rise trunks, hip briefs and slim boxers. Minimal backgrounds and an uncluttered palette make the familiar Calvin Klein waistband the only competition for the man wearing it.

Bellingham put it simply in the brand’s announcement: “I liked the idea of ‘the icon underneath’ — that confidence starts with feeling comfortable in yourself.” It’s the most convincing part of the campaign: not just the underwear, but the sense that the athlete is entirely at ease in it.

Jude Bellingham’s Calvin Klein Winter 2026 Campaign Photographs

Photographed by Oliver Hadlee Pearch, the Madrid campaign makes confidence its central visual statement. Bellingham’s relaxed presence and the understated Icon Cotton Stretch styling keep the focus on expression, movement and the unmistakable Calvin Klein silhouette. Photography: Oliver Hadlee Pearch / Calvin Klein.

The result feels true to the brand’s decades-long talent for turning a simple underwear image into a cultural conversation. And for Bellingham, whose confidence is familiar to football fans, this first Calvin Klein outing suggests that his presence translates just as naturally in front of the camera.

Calvin Klein also released a behind-the-scenes film, offering a closer look at the making of the campaign and the creative process behind Bellingham’s new fashion role.

The Making of Jude Bellingham’s Calvin Klein Campaign | Winter 2026

Sources: Calvin Klein campaign announcement; British GQ. Photography and film: Oliver Hadlee Pearch / Calvin Klein.