Calvin Klein revealed the full campaign on November 2 after a teaser clip posted the previous week — a man gliding his fingers from his boxers to his chest — had sent Instagram, as GQ puts it, 'wild.'

Shot by Oliver Hadlee Pearch on a hot Madrid day against a clean white background, the campaign stars the 23-year-old Bellingham in the Icon Cotton Stretch collection, including the new Stretch Shine Trunk with an Infinity Bond logo waistband, the Boxer Brief, Low Rise Trunk and Hip Brief.

One image even shows him doing his signature goal celebration.

Bellingham told Calvin Klein he took to modeling naturally, crediting the concept behind the shoot. 'I really enjoyed working on this campaign,' he said via email, according to GQ.

'I liked the idea of "the icon underneath" — that confidence starts with feeling comfortable in yourself. Calvin Klein is such an iconic brand, so it was great to bring that idea to life in my own way.'

That Grape Juice notes the campaign is rolling out globally across Calvin Klein stores, its website, billboards and social media, and points out this isn't his first fashion foray: in 2024 he fronted an underwear campaign for Kim Kardashian's SKIMS.

MARCA frames the move as Bellingham following David Beckham into underwear modeling, recalling Beckham's reported £20 million, three-year Emporio Armani deal in 2007 that the fashion house said lifted sales 20 percent.

But MARCA also notes his timing lands on the back of a football milestone: on Sunday Bellingham scored his 50th Real Madrid goal in a 3-0 win over Racing Santander, ending a seven-match drought and becoming the first Englishman to reach that figure for the club.

MARCA also reports he scored seven goals at the 2026 World Cup, a record for an England player at a single tournament.

Bellingham joins a Calvin Klein heartthrob roster that That Grape Juice says includes Michael B. Jordan, Jeremy Allen White, Bad Bunny and Justin Bieber.

The brand has a football pedigree, too: GQ reports it previously shot Liverpool captain Virgil van Dijk in 2023, the same year as Tottenham's Son Heung-Min, and Bellingham's Real Madrid teammate Trent Alexander-Arnold closed out 2025 with his own campaign.

GQ quips that Bellingham may have gone to Alexander-Arnold for advice — not that he appears to have needed it.

Whether Bellingham will achieve Beckham's cultural footprint remains, as MARCA puts it, to be seen, but the campaign gives him another avenue to build his profile beyond football.

His path from Birmingham City to Borussia Dortmund to Real Madrid, as MARCA recounts, has already made him one of England's most influential attacking players, and the fashion world now has him in its conversation too.