If you are not up to date on the latest in pop culture, a walk past the Calvin Klein billboard on East Houston Street in Lower Manhattan might offer a clue about who is currently trending. As of Monday, that distinction—and the prominent advertising space—belongs to Jung Kook, the youngest member of the K-pop group BTS.
“I know that my fans have been eagerly waiting for this return, and it feels so good to be back in the brand’s iconic denim,” Jung Kook said in a press statement from Calvin Klein. Jung Kook, 28, completed his mandatory 18-month military service in South Korea in June. He first appeared in a Calvin Klein campaign, including on the same billboard, in 2023.
The latest advertisement is set in New York City and features Jung Kook with the 1997 song “Block Rockin’ Beats” by the Chemical Brothers. According to Calvin Klein, the campaign’s choreography is “rooted in movement and performance,” reflecting Jung Kook’s dynamic stage presence. The collection references 1990s fashion, with denim outfits in Jung Kook’s preferred all-black palette. In one image, he poses in a red hallway, wearing a black T-shirt, black jeans and a leather jacket with a fur collar, accessorized with silver jewelry. His hairstyle—a middle part with face-framing strands—completes the look.
Calvin Klein teased the campaign on TikTok last week, leading to reposts by fan accounts and comments recalling Jung Kook’s previous collaborations with the brand. Commenters expressed excitement and admiration for the new campaign.
“The energy on Calvin Klein sets is always incredible, and this shoot was no exception—I am excited to see the campaign out in the world,” Jung Kook said in the press statement. The campaign was photographed by Mert Alas, who previously shot images of actor Jeremy Allen White for the brand in 2023.
