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Calvin Klein's New Ad Campaign Promotes Fragrance Launch

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Calvin Klein Fragrances launch CK Everyone, the brand's first gender-free fragrance that's designed for everyone. The release coincides with CK One, the brand's new jean and underwear line.

Calvin Klein, Inc., of PVH Corp., and Calvin Klein Fragrances, of Coty Inc., have announced the corresponding release of the CK One underwear and jeans collection and the CK Everyone clean fragrance.

The companies unveiled the global advertising campaign, proclaiming, “I am one, I am many. I love every one of me.”

A tribute to individuality and the freedom of self-expression, the campaign was shot by Glen Luchford and stars a group of modern multi-hyphenates, including a musician and actor, skater and photographer, makeup artist and musician, rapper and dancer and two models.

The advertising campaign, which is a celebration for those unconstrained by boundaries, gender norms and definitions, will be featured globally and supported by digital, social, high impact outdoor locations, print and TV.

CK One’s items include staple wardrobe pieces with a genderless appeal, while CK Everyone is the Calvin Klein brand’s first clean, gender-free and environmentally conscious fragrance.

The new fragrance 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 for every generation, inspired by the authentic and youthful-minded. Master perfumer Alberto Morillas, who created the CK One fragrance, crafted a clean 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 a 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, the I Love Everyone Of Me Pop-up in New York City will be open to the public from February 13–15, 2020. Visitors will be able to explore and shop for products from the new campaign.

The pop-up will feature a dedicated fragrance room where visitors can discover the different fragrance notes while immersive photo moments play with the concept of individuality referenced in the ad campaign. 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.