In 2023, Jungkook officially became the Global Ambαѕѕador of Calvin Klein, marking a significant turning point in the brand’s history. This collaboration was not merely a promotional contract but was described as a “rebirth era” for Calvin Klein, restoring the brand’s strong presence in the global fashion race.
Although a luxury fashion brand, Calvin Klein seemed to lag behind other labels such as Dior, Chanel, and Celine in recent years. Even with collaborations with various celebrities, its sales, stock value, and media metrics continued to show signs of decline, reflecting the brand’s weakening state.
But within just one year of Jungkook serving as Global Ambαѕѕador, Calvin Klein regained its stature as a leading luxury brand. Immediately after the partnership was announced, items worn by Jungkook sold out quickly in many countries (¢нιиα, South кσяєα, the U.S., נαραи, ¢αиα∂α...). PVH’s stock price rose about 20% in only four days, from ~$72.26 to ~$88.36.
The Calvin Klein Fall 2023 campaign featuring Jungkook generated $13.4 million in MIV (Media Impact Value) within just 48 hours of launch. In Q1 2024, Calvin Klein’s website saw a 39% increase in traffic compared to the period before its collaboration with the BTS superstar.
This breakthrough has continued to gain momentum in 2025. Social media analytics platform ListenFirst recently reported that Jungkook continued to deliver outstanding results for Calvin Klein: securing the No.1 spot in social media engagement, putting the brand at the forefront of global fashion attention during New York Fashion Week 2025.
Specifically, Calvin Klein recorded 12.9 million engagement points for the Spring/Summer 2026 season, a 1,168% increase compared to the previous season, surpαѕѕing Michael Kors—which had led with 4.2 million points. Notably, Michael Kors had held this top spot for six consecutive years. But this time, Jungkook helped Calvin Klein overtake with a pull more than three times stronger.
Alongside Jungkook, stars like Lily Collins and Emily Ratajkowski from Emily in Paris also attended Calvin Klein’s Veronica Leoni collection, yet even when Jungkook did nothing more than… walk in, sit down, and leave, he drew overwhelming attention.
Jungkook’s impact has also been proven through specific figures. Just five top video posts by Calvin Klein generated 4.4 million interactions, and a single Instagram post capturing Jungkook’s appearance at the event delivered media exposure worth $825,000.
On X (Twitter), 1 million posts about Jungkook – Calvin Klein and the event were created in just one day, making him the “Most Mentioned Artist,” dominating global conversations. User-driven conversations on Twitter alone accounted for 15% of Calvin Klein’s total engagement points.
The hashtag #JUNGKOOKxCALVINKLEIN trended at the top on X and Instagram for hours. Related hashtags about Jungkook occupied the Top 2–5 Worldwide Trending spots. “Jungkook’s NYFW appearance” climbed to No.1 across most categories: Entertainment, Fashion, Music, and News.
On Google Trends, Jungkook reached a peak search score of 100%, becoming the only artist to enter the global and U.S. Top 10 trending list (while the other terms were only brands or events). This is not to mention the thousands of domestic and international articles tied to the keyword Jungkook – Calvin Klein.
According to SoapCentral, social media posts about Jungkook generated an EMV (Earned Media Value) of $7.44 million, accounting for about 30% of Calvin Klein’s total media value at the event. What’s remarkable is that Jungkook reached this figure without posting anything about the event on his own account.
The BTS superstar even inspired the event homepage to feature a dedicated theme: “Jungkook’s debut powers Calvin Klein’s NYFW revival” appearing right under the main trend “New York Fashion Week SS26.”
Fashion insiders analyzed: “Jungkook’s appearance has elevated Calvin Klein to the top for the first time in six years” and “This is an iconic event that demonstrates the influence of K-pop stars on the Western fashion world.”
