For those of you who grew up 1990’s you’d be all to familiar with the CK One scent when it took the world by storm, and subsequently launched its underwear & denim campaign which caused controversy featuring the bodies of Marky Mark ( now Mark Whalberg ) Naomi Campbell and Brooke Shields to name a few.
Calvin Klein, has 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.”
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.
Top Notes: Organic Orange Essential Oil, Ginger
Heart: Blue Tea Accord, Watery Notes
Base: Cedarwood, Patchouli, Amber
The glass bottle, which can be recycled after the pump has been removed, contains an elastic logo band, in the spirit of Calvin Klein underwear, which can be worn in many ways, such as a hair band.
“Love every one of you in CK Everyone.”
Edited by Arrnott Olssen