The Icon Underneath
Review of Calvin Klein Fall 2026 Ad Campaign by Director and Photographer Oliver Hadlee Pearch with model Jude Bellingham
Calvin Klein strips things back to the essentials for its latest underwear campaign, starring football sensation Jude Bellingham in his debut appearance for the brand. Photographed by Oliver Hadlee Pearch, the campaign pairs the athlete’s commanding physical presence with the label’s unmistakable visual language, celebrating the confidence, sensuality, and simplicity that have defined Calvin Klein’s most memorable imagery. Built around the idea of “the icon underneath,” it is a confident exercise in letting a compelling subject and a familiar product speak for themselves.
The imagery embraces the visual economy of classic Calvin Klein advertising: stark white backdrops, sculptural lighting, and an almost architectural attention to the human form. Bellingham moves between assertive, arms-outstretched poses and more relaxed, intimate compositions, his athletic physique emphasized by sharp shadows and carefully controlled highlights. The contrast between the bright surroundings and the warmth of his skin creates a striking graphic quality, while the occasional softness of the photography introduces a more tactile, personal dimension. There is little to distract from the subject, and that restraint becomes the campaign’s greatest asset.
Bellingham proves a natural fit for this particular visual tradition. His self-assured gaze and athleticism recall the brand’s longstanding relationship with sports and popular culture, while his relaxed demeanor lends the photographs an approachable quality. A playful reference to his signature on-field celebration provides a subtle connection to his sporting identity without allowing it to dominate the narrative. The result positions him as both a recognizable cultural figure and a convincing Calvin Klein protagonist, extending the brand’s legacy of transforming contemporary icons into enduring advertising images.
The product integration is equally considered. Icon Cotton Stretch underwear takes center stage through a succession of classic silhouettes, from briefs and trunks to boxer briefs, with the familiar logo waistband providing a consistent visual anchor. The new Icon Cotton Stretch Shine Trunk introduces a subtle update to the signature Infinity Bond waistband, while the pared-back styling allows the collection’s fit, construction, and understated appeal to remain visible. Against the minimalist setting, even the smallest design details become significant, reinforcing the idea that Calvin Klein’s strength lies in making the everyday feel iconic.
Rather than reinventing the formula, the campaign demonstrates how effectively it continues to work when paired with the right personality. Hadlee Pearch’s photography balances polished sensuality with an effortless directness, capturing Bellingham at the intersection of sporting excellence and contemporary celebrity. In a campaign built around the essentials, Calvin Klein makes a persuasive case that sometimes the most powerful statement is also the simplest.
Director and Photographer | Oliver Hadlee Pearch
Model | Jude Bellingham