Why Jude Bellingham Is Calvin Klein’s New Star
The British footballer strips down for a smouldering new campaign, giving Calvin Klein another viral moment in the business of selling sex appeal.
Calvin Klein has selected 19-year-old football prodigy Jude Bellingham as their new star in a cultural partnership. The American denim and underwear brand recently parted ways with their Italian designer after four seasons. A new creative director will be appointed "in due course." When executed well, collaborations between brands and cultural figures can become iconic moments in popular culture.
However, the process is not as simple as signing a celebrity for an advertisement. Brands must carefully select a partner that aligns with their values, choose an appropriate format, and effectively communicate the message to consumers. Calvin Klein previously hired another high-profile European designer to revamp their runway line over a year and a half ago.
Marketing Correspondent Haley Crawford of The Business of Fashion, based in New York, covers the marketing and public relations industries.
Written by urgent.news from Business of Fashion's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
