Jung Kook of BTS Stars in Calvin Klein's Spring Denim Campaign

Calvin Klein has launched its Spring 2026 denim campaign featuring Jung Kook, a member of the globally renowned K-pop group BTS. The campaign, directed and styled by Mert Alas, emphasizes denim as a personal style statement, showcasing various silhouettes including the ’90s Straight, Baggy, and reimagined Trucker jackets. The campaign debuted globally on February 24, 2024, across Calvin Klein's retail channels, website, and social media platforms.

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The campaign's visual narrative unfolds in a New York City record store, where Jung Kook engages with different music genres, each inspiring unique dance sequences. The ad features a playful interaction with actress Rosie Perez, who portrays the store owner. In a memorable moment, she humorously reminds Jung Kook, “This is a record store, not a dance floor,” as he dances to Kenny Loggins’ classic hit “Footloose.” The campaign blends fashion with entertainment, highlighting Jung Kook's choreography against a vibrant urban backdrop.

Billboard

Jung Kook expressed his enthusiasm for the collaboration, stating, “I love Calvin Klein jeans because they’re designed to be lived in. The looks I wore for this campaign nod to ’90s style while feeling completely modern. It was exciting to bring together my love of music, dance, and fashion against the energy of the city.” His involvement with Calvin Klein began in March 2023, and he has since participated in multiple campaigns, including a notable ad in October 2023 that garnered significant attention.

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Rosie Perez, known for her roles in films such as *Do the Right Thing* and *Fearless*, adds a layer of charm to the campaign. She shared her excitement on social media, stating, “YAY!!! ??So freaking excited to be part of this @calvinklein #ad campaign! Thank you so much to everyone! @mnijungkook is so adorable!” Perez's character serves as a grounding presence in the whimsical narrative, enhancing the campaign's appeal.

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This campaign arrives at a pivotal moment for Jung Kook, who is preparing to release his first album with BTS since 2020's *Be*, titled *Arirang*, set for March 20, 2024. Additionally, BTS is gearing up for a world tour that will commence in April 2024, further elevating Jung Kook's visibility as a brand ambassador.

Billboard

Calvin Klein's marketing strategy aims to resonate with a younger audience by leveraging Jung Kook's influence and the nostalgic appeal of ’90s fashion. The brand's focus on versatility in denim aligns with current trends in casual wear, catering to consumers seeking both style and comfort.

WWD

• “I love Calvin Klein jeans because they’re designed to be lived in,” — Jung Kook, BTS

WWD

• “Just so you know, this is a record store, not a dance floor,” — Rosie Perez, Actress

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This campaign not only highlights Calvin Klein's denim offerings but also reinforces Jung Kook's status as a cultural icon, bridging the worlds of music, fashion, and dance.

WWD