Calvin Klein, a name synonymous with timeless fashion, is making headlines again. This time, it’s for their Fall ‘23 campaign featuring none other than BTS‘ Jungkook. Unveiled on August 14, it presents the Korean superstar in a refreshingly audacious light.
The campaign’s photos quickly gained traction across Korean online communities, showing Jungkook in form-fitted clothing that highlights his toned physique. But it was his long, shaggy bob hairstyle and the overarching genderless theme that truly captivated the public. Shortly after the campaign was unveiled, the term “genderless” began trending on Korean Twitter.
Jung Kook Finds Pleasure in the Music | Calvin Klein Fall 2023 Campaign
Fans and followers didn’t hesitate to express their approval of the concept. Some even dubbed him “Jungsoonie,” a Korean nickname meaning, “cute, long-haired baby girl.” It was first bestowed upon Jungkook by fellow BTS member Jin when they were filming a reality show. (Jungkook had put his hair up in pigtails at the time.) Going back to the Calvin Klein campaign, the consensus was clear: the fact that Jungkook leaned into the genderless concept is mesmerizing and praiseworthy.
In the campaign video, Jungkook‘s magnetic presence is palpable. Accompanied by the classic Gary Numan track “Cars,” the 30-second clip by fashion photographers Inez & Vinoodh, shows the artist wearing a dark denim outfit. His exposed chest, complemented by a sleek black tie and his signature lip ring, enhanced his appeal. The video, exuding confidence, playfulness, and sensuality, captured the campaign’s spirit perfectly.
On Set with Jung Kook | Calvin Klein Fall 2023 Campaign
More on the Fall ‘23 Calvin Klein campaign
Although Jungkook stole the show, the campaign also features other celebrities like Alexa Demie, BLACKPINK’s Jennie, Kendall Jenner, and Kid Cudi.
This collaboration isn’t Jungkook’s first with Calvin Klein. Back in March, he was unveiled as a global brand ambassador for the brand and he sported a denim ensemble for his inaugural appearance. It was part of Calvin Klein’s Spring ‘23 campaign, which amassed 1.7 billion impressions, garnered 1.6 million new followers, and significantly boosted traffic to Calvin Klein’s e-commerce platforms.
In an exclusive interview with Women’s Wear Daily, Jonathan Bottomley, Calvin Klein’s global chief marketing officer, talked about the Fall ‘23 campaign. He called it “a celebration of our most iconic products, spotlighting brand ambassadors who are influencing today’s culture.” He underscored the brand’s evolution and the deliberate selection of ambassadors, chosen for their genuine connection with the brand and their sway in pivotal markets.
If your marketing brief is to make your target consumer implode, you succeeded. Congratulations, Calvin Klein & Jung Kook! Arghhhh!
— AW⁷ BTS/ARMY forever 👨🚀 🪻♠️🪞🥢 7️⃣ ꪜ🐾 (@7incandescent) August 14, 2023
Custom stories for social platforms, impactful media placements, interviews, and striking imagery showcase the character of every brand ambassador.
The campaign will be featured prominently on Calvin Klein’s digital channels throughout the rest of this week. It’ll also be on high-visibility digital and out-of-home placements worldwide, including the iconic Houston Street and LaCienega billboards. – K-Pop News Writer
Featured Image: JK is his name, genderless fashion is his game. Source: Twitter/@CalvinKlein.
