The pop royalty lives in the moment in the brand’s signature jeans

Calvin Klein Inc., which is part of PVH Corp. [NYSE: PVH], announces the launch of its Spring 2026 denim campaign starring global brand ambassador Jung Kook of renowned boy band BTS.

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Courtesy of Calvin Klein

Directed and shot by Mert Alas, the new chapter sharpens the focus on denim as the ultimate expression of personal style through icon Jung Kook’s distinctive and influential point of view as he lives in the moment.

The campaign unfolds across a series of immersive worlds, unified and guided by Jung Kook’s style, attitude and way of living. The high-impact film fuses fashion and entertainment, moving to an instantly recognizable soundtrack and brought to life through the artist’s signature choreography and commanding presence. The interplay of music and movement – complete with a cameo from New York City legend Rosie Perez – captures the impact synonymous with Calvin Klein’s iconic visual storytelling.

Calvin Klein jeans are at the center of the wardrobe with hero silhouettes leading the narrative: the effortless attitude of the 90s Straight; the relaxed and nostalgic proportions of the Baggy; and new interpretations of the iconic Trucker jacket — all reimagined with elevated washes and designed for versatility. Casual logo tees and oversized bombers complete the looks, reinforcing denim as both uniform and statement.

“I love Calvin Klein jeans because they’re designed to be lived in,” said Jung Kook. “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.”

The campaign launches globally on February 24^th across Calvin Klein retail, calvinklein.com and social platforms, as well as high-impact out-of-home placements.

Social Media:
@calvinklein

Campaign assets:
Linked here

Campaign credits:
Directed and photographed by Mert Alas

About Calvin Klein
Calvin Klein is one of the world’s leading global fashion lifestyle brands, founded in New York in 1968. Shaped by a way of living that meets culture, the brand’s distinctive, modern aesthetic informs its approach to iconic product design and influential brand storytelling.

Across underwear, jeans, apparel, accessories, home and fragrance, Calvin Klein creates essential pieces that translate its American fashion roots to an international audience. Global retail sales of Calvin Klein products were approximately $9 billion in 2024.

About PVH Corp.
PVH is one of the world’s largest fashion companies, driven by its two iconic brands, Calvin Klein and TOMMY HILFIGER. For more than 140 years, PVH has connected with and inspired consumers globally and now operates in more than 40 countries worldwide. For more information, visit https://www.pvh.com.

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