We’ve been hearing a lot in market reports this year about how crucial K-Pop stars are to the luxury sector, how they really resonate with consumers, and how brands are increasingly getting them into their front rows at runway shows and signing them as ambassadors.
So it’s no surprise that Calvin Klein has added Jung Kook to its ambassador roster. The South Korean singer, songwriter and member of BTS, is its new global brand ambassador for Calvin Klein Jeans and Calvin Klein Underwear.
He makes his debut for the brand in a new campaign wearing the spring 2023 collections. Shot by Park Jong Ha, he’s seen in new styles, including the 90s Straight denim and Body Jeans, Relaxed Fit Denim Shirt, Oversized Denim Jacket and Relaxed Fit Standard Logo Crewneck Tee.
The brand’s Global Chief Marketing Officer Jonathan Bottomley said: “We pride ourselves on identifying globally relevant talent whose cultural impact and values align with our own. Jung Kook is one of the world’s most popular artists.”
He added that the celebrity “possesses a rare ability to connect with international audiences through both his music and his style. We’re fortunate and excited to have him join the Calvin Klein team”.
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