Sea Tawinan’s Calvin Klein Fall 2026 campaign has generated attention well beyond the brand’s official channels, earning coverage from fashion and entertainment publications across Thailand and the wider region.

Released under the concept “Confidence Starts Underneath,” the campaign marks Sea’s first appearance in an Asia-level campaign for Calvin Klein. Photographed by Ren Haihua, the minimalist images feature the GMMTV actor modeling pieces from the brand’s latest underwear and denim collections.

The rollout was quickly picked up by major publications including Vogue Thailand, ELLE Thailand, Esquire Thailand, Harper’s BAZAAR Singapore, The Standard POP and Mint Magazine Thailand. Additional coverage appeared through entertainment and lifestyle outlets including Sanook, Seoully Singapore and others, reflecting the campaign’s reach across multiple Asian markets.

While fashion coverage focused on Sea’s natural confidence, the campaign’s styling and its place in Calvin Klein’s regional rollout, the reactions from his entertainment-industry colleagues were considerably less restrained.

GMMTV Stars React to Sea’s Campaign

Sea’s Instagram comments quickly filled with responses from actors, directors and other members of the GMMTV community.

Arm Weerayut joked that the photos made him want to call Sea “daddy,” while Singto Prachaya teased him about continuing to refer to himself as nu—an affectionate Thai pronoun that can convey a cute or innocent persona—after releasing such a bold campaign.

Mark Pakin and Phuwin Tangsakyuen both suggested that the photos had finished them off, while Pitar Pat compared the campaign’s heat to a thermometer bursting. Dunk Natachai described the images as “brutal,” and Ohm Thipakorn crowned Sea “No. 1.”

Win Metawin, Pond Naravit, Aou Thanaboon, Perth Tanapon, Est Supha, Great Sapol, Junior Panachai and others joined the response with fire emojis and playful praise.

Director Aof Noppharnach also reacted through Instagram Stories, joking that Sea had caused chaos that morning before returning to his familiar cute and innocent demeanor.

Close-up screenshot of Sea Tawinan smiling during a video call with director Aof Noppharnach, who jokes in Thai about the chaos caused by Sea’s Calvin Klein campaign.
Director Aof Noppharnach playfully teased Sea Tawinan after the release of his Calvin Klein campaign, joking that Sea could not return to acting cute and innocent after causing so much chaos that morning. Translation from Thai; wording has been adapted slightly for natural English.

Together, the widespread media pickup and enthusiastic industry response created a second wave of attention around the campaign. Sea’s Calvin Klein debut may have been built around quiet confidence, but the reaction it inspired was anything but quiet.