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JK pushes sales further by folding his newly-laundered Calvins on livestream

BTS maknae proves his drawing power as CK jeans and underwear ambassador

Jung Kook as Global Ambassador for Calvin Klein Jeans and Calvin Klein Underwear

BTS Jung Kook

As every Army (BTS fan) will say after shrieking every time the group’s youngest and most buff member, Jungkook, flashes his abs in concert, it’s about bloody time: Calvin Klein recently presented the South Korean singer, songwriter, and BTS lead vocalist as global brand ambassador for Calvin Klein Jeans and Calvin Klein Underwear.

He made his much-awaited debut for the brand in a campaign wearing the brand’s Spring 2023 collections. Shot by Park Jong Ha, the campaign captures him in new styles, including the ‘90s Straight denim and Body Jeans, Relaxed Fit Denim Shirt, Oversized Denim Jacket and Relaxed Fit Standard Logo Crewneck Tee. Although those abs are on display, fans noticed that the ads are still relatively modest for the brand’s usual provocative images, as Jungkook, known to fans as JK, never goes completely topless.

BTS Jung Kook BTS Jung Kook

Jonathan Bottomley, global chief marketing officer of Calvin Klein, said, “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. We’re fortunate and excited to have him join the Calvin Klein team.”

BTS Jung Kook

Jung Kook said in a statement, “I have been a fan of Calvin Klein for a long time, and I’m thrilled to be their newest global ambassador….I’m incredibly excited for people to see a new side of me in this first campaign for the brand.” Indeed, teasers before the campaign proper had fans going crazy in anticipation, and social media is replete with images of fans taking selfies beside the huge JK photos now on display in Calvin Klein stores worldwide, including Manila.

The new ambassador has certainly enhanced the image of Calvin Klein, one of the world’s leading global fashion lifestyle brands with a history of bold, non-conformist ideals. It was founded in New York in 1968. The brand’s minimalist and sensual aesthetic drives its approach to product design and communication, and its brands—CK Calvin Klein, Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Performance—elevate everyday essentials to globally iconic status. Global retail sales of Calvin Klein products were approximately $8.5 billion in 2021. For more information, visit

As if any more proof of JK’s phenomenal selling power was needed—the BTS maknae’s (youngest) power to boost sales of anything he touches, from drinks to sneakers, is legendary—he recently held a livestream for fans where he nonchalantly folded his newly-laundered Calvin Klein underwear as he spoke, in BTS’ typical un-self-conscious way. The results have been skyrocketing sales for the brand’s products.

In the Philippines, Calvin Klein is exclusively distributed by Stores Specialists, Inc. and is located at Greenbelt, Rockwell, SM Mall of Asia, Robinson’s Midtown, Shangri-la Plaza, Central Square, Bonifacio High Street, Trinoma, Alabang Town Center, SM Megamall, Robinson’s Malate, Robinson’s Magnolia, Century Mall, Rustan’s Makati, Marquee Pampanga, and online at,, Zalora, and Lazada, and Shopee. Visit, subscribe to our SSI LIFE YouTube Channel, and follow @ssilifeph on Instagram and Facebook for more information.

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