BTS’s Jungkook takes over in Calvin Klein denim campaign — a global style moment

Jungkook becomes one with denim in Calvin Klein’s latest campaign, delivering a performance-driven visual that blends fashion, music, and attitude.

Jungkook in denim is no longer just a look it is a statement.

On February 25, Calvin Klein unveiled its new campaign featuring the BTS member as global brand ambassador. The project captures the theme of living fully in the present moment, translating Jungkook’s personal energy into a series of cinematic fashion visuals.

A campaign built around movement and presence

Shot by world-renowned photographer Mert Alas, the campaign places Jungkook in multiple visual settings that reflect both his stage identity and his everyday style.

In the video, he moves to the soundtrack with his signature performance style, turning a denim campaign into something closer to a music-driven visual experience. Actress Rosie Perez also appears in a special cameo, adding another layer to the storytelling.

The result is not just a fashion film, but a character-driven moment centered on Jungkook’s global influence.

90s denim returns with a modern edge

The collection focuses on reinterpreting classic 1990s silhouettes, including:

• straight-fit jeans
• baggy denim
• trucker jackets

Paired with logo T-shirts and bomber jackets, the styling presents denim not as a basic item, but as a defining fashion identity.

With Jungkook at the center, the pieces shift from everyday wear to a signature look.

Jungkook on why the campaign matters

The artist shared his personal connection to the brand, explaining that Calvin Klein jeans feel natural in daily life while still carrying strong visual impact.

He described the campaign as a special experience that links:

• music
• dance
• fashion
• the energy of the city

— all elements that define his current artistic era.

The “Jungkook effect” in global fashion

Since becoming a Calvin Klein ambassador, Jungkook has repeatedly driven worldwide sell-outs and viral social media moments. This campaign continues that momentum, reinforcing his position as one of the most powerful figures in the global fashion and K-pop industries.

More than a photoshoot, the project shows how a single artist can redefine a classic wardrobe through presence alone.