Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH], and Calvin Klein Fragrances, a division of Coty Inc. [NYSE: COTY], today revealed the new CK ONE underwear and jeans collection and CK EVERYONE, a clean fragrance, both inspired by the raw and rebel spirit of the original CK ONE. The collection and fragrance are unveiled in a global advertising campaign, proclaiming, “I am one, I am many. I love everyone of me.”
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20200129005245/en/
(Photo: Business Wire)
A tribute to individuality and the freedom of self-expression, the campaign shot by Glen Luchford stars a group of modern multi-hyphenates including musician and actor Eliot Sumner, skater and photographer Evan Mock, musician and makeup artist MLMA, rapper and dancer Priddy the Opp, and models Cara Taylor and Parker Van Noord. The energic, enigmatic visuals explore the many aspects of self, boldly embracing and proudly showcasing to the world a collective individuality and shattering of the status quo. It is a powerful celebration for those unconstrained by boundaries, gender norms and definitions. The advertising campaign will be featured globally and supported by digital, social, high impact outdoor locations, print and TV.
The new fashion collection and fragrance mark the next chapter of the iconic CK ONE story. Jeans and underwear include staple wardrobe pieces with genderless appeal. CK ONE underwear features graphic prints with bold all-over monogram logos, repeating roses and new colorwaves in key cotton and micro fiber styles. Camo prints, color-blocked styles with a ribbed, sock-inspired waistband and a Recycle capsule featuring underwear and t-shirts made from recycled plastic water bottles will also drop later this season. The CK ONE jeans collection includes logo tees, graphic hoodies and timeless denim silhouettes such as oversized trucker jackets, denim vests, and mom and dad jeans, as well as skirts and shorts with raw hem cuts.
Calvin Klein introduces its first clean, gender-free and environmentally conscious fragrance, CK EVERYONE. CK EVERYONE is formulated with naturally derived ingredients, naturally derived alcohol, is vegan, recyclable, and comes in a folding carton that contains 30% post-consumer recycled materials. CK EVERYONE is a bold new fragrance for every generation, inspired by the authentic and youthful-minded. Master perfumer and creator of the original CK ONE fragrance, Alberto Morillas crafted a clean and genderless fragrance exuding freshness using 79% of naturally derived ingredients and ignoring the traditional signifiers of gender, as reflected in the non-conformity of both the scent and campaign. A citrus fragrance that uplifts with zesty organic orange oil is paired with a blue tea accord and a vibrant cedarwood base creating the perfect combination of clean freshness, sweet sensuality and provocative edge. Combining two icons, CK EVERYONE pays homage to the iconic CALVIN KLEIN UNDERWEAR waistband with a reusable signature elastic band on the bottle.
Coinciding with the launch in North America is the I LOVE EVERYONE OF ME POP-UP in New York City. Open to the public from Thursday, February 13 – Saturday, February 15, visitors will be able to explore and shop the new CK EVERYONE fragrance and CK ONE underwear and jeans. A dedicated fragrance room will allow visitors to discover the different fragrance notes while immersive photo moments play with the concept of individuality referenced in the ad campaign. At the experience, visitors will also have the opportunity to have their image projected on the brand’s famed Houston Street billboard during the duration of the activation.
About Calvin Klein, Inc.:
CALVIN KLEIN is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, and often minimal, aesthetic. We seek to thrill and inspire our audience while using provocative imagery and striking designs to ignite the senses.
Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, we have built our reputation as a leader in American fashion through our clean aesthetic and innovative designs. Global retail sales of CALVIN KLEIN brand products exceeded $8 billion in 2017 and were distributed in 110 countries. Calvin Klein employs over 10,000 associates globally. We were acquired by PVH Corp. in 2003.
About COTY Inc.
Coty is one of the world’s largest beauty companies with approximately $9 billion in revenue, with a purpose to celebrate and liberate the diversity of consumers’ beauty. Its strong entrepreneurial heritage has created an iconic portfolio of leading beauty brands. Coty is the global leader in fragrance, a strong number two in professional salon hair color & styling, and number three in color cosmetics. Coty operates three divisions – Coty Consumer Beauty, which is focused on color cosmetics, retail hair coloring and styling products, body care and mass fragrances sold primarily in the mass retail channels with brands such as Bourjois, Max Factor, Rimmel, Wella, Adidas and Guess; Coty Luxury, which is focused on prestige fragrances and skincare with brands such as Gucci, Hugo Boss, Calvin Klein, Chloe, Bottega Veneta and Alexander McQueen; and Coty Professional Beauty, which is focused on servicing salon owners and professionals in both hair and nail, with brands such as Wella Professionals, System Professional, OPI and ghd. Coty has approximately 20,000 colleagues globally and its products are sold in over 130 countries. Coty and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment. For additional information about Coty Inc., please visit www.coty.com.
I LOVE EVERYONE OF ME POP-UP:
666 Broadway, NY, NY 10012
February 13-15th/11am-8pm
ADVERTISING CREDITS:
Creative: Ferdinando Verderi and CALVIN KLEIN
Campaign videos: Sam de Jong
Advertising images: Glen Luchford
EDITORIAL CREDIT:
Fragrance - CK EVERYONE
Fashion - CK ONE underwear, jeans
SOCIAL MEDIA: #CKONE #CKEVERYONE
instagram.com/calvinklein; twitter.com/calvinklein;
youtube.com/calvinklein; facebook.com/calvinklein;
brand handle: @calvinklein
View source version on businesswire.com: https://www.businesswire.com/news/home/20200129005245/en/
Erin Leary, Director Corporate Communications, CALVIN KLEIN erinleary@ck.com
Jessica Jenkins, Director Communications and Influence, CALVIN KLEIN jessicajenkins@ck.com
Ariel Dunne, Senior Director Influencer Marketing, COTY Ariel_Dunne@cotyinc.com
Permalink: http://www.businesswire.com/news/home/20200129005245/en
