Calvin Klein is going all in on K-pop hot boy summer with Seventeen member Mingyu
He turned up the heat with promo videos wearing denim fits and repping the brand's iconic waistband.
International sales matter to the brand. In 2024, they accounted for about 70% of its total sales.
Calvin Klein is doubling down on K-pop, with a campaign starring K-pop star Mingyu of boy band Seventeen.
The 28-year-old South Korean rapper and singer is the face of Calvin Klein's Fall 2025 collection. He was spotted modeling several denim outfits in the brand's promotional videos, which were released on Tuesday.
In the videos, Mingyu, surrounded by large black speakers and dramatic lighting, showed off Calvin Klein's new pieces, such as its 90s Straight Jeans, and a monogrammed denim top and pants combo.
Of course, like most Calvin Klein advertisements, there were shots dedicated to the star shirtless, showing off the iconic waistband of the brand's underwear.
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The two videos have racked up millions of views. As of press time, the first video had been viewed more than 1.9 million times, while the second had been viewed over 3.1 million times.
Seventeen is a cultural behemoth in Asia and beyond, with a following of 16.2 million on Instagram and its songs amassing millions of streams on Spotify.
And its members are getting recognized globally. Seventeen's leader, S.Coups, was the first member of the band to attend the Met Gala. He walked his red carpet debut this year in a Hugo Boss ensemble, a brand for which he is an ambassador.
Calvin Klein's collaboration with Mingyu is not its first foray into K-pop. It previously hired stars like BTS's Jungkook, Blackpink's Jennie, and several members of NewJeans.
Mingyu, too, has been a Calvin Klein mainstay. He appeared in two of the brand's previous campaigns — Fall 2024 and Spring 2025.
Calvin Klein is crucial to keeping international customers happy. According to an earnings report by its parent company, PVH Corp, about 69% of its total sales in 2024, or about $2.48 billion, came from its international business.
Calvin Klein's North America sales in 2024 totaled $1.12 billion.
The brand's partnership with Puerto Rican rapper and singer Bad Bunny was another international collaboration that paid off hugely.
Calvin Klein's video of Bad Bunny's, in which he wears the brand's cotton stretch underwear and dances to the tune of his song EoO, has been viewed 32.6 million times as of press time.
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