Calvin Klein has released the first commercial and ad for their lifestyle collection ck one and it’s one big underwear dance party.
The new collection is the first under the ck one label to include fragrance, underwear and denim and, in true Calvin Klein advertising tradition, this campaign features some of the world’s most exciting faces to watch. Led by Vogue cover girl Lara Stone, the campaign features models, musicians, actors and sports stars known for their individuality including Dutch supermodel Lara Stone, American musician/performer Cassie Ventura; Australian model Abbey Lee Kershaw; Brazilian model/drummer Alice Dellal; British model/musician Pixie Geldof; American singer/songwriter Sky Ferreira; UK-based singer Rita Ora; British model/songwriter Ruby Aldridge; Chinese model Fei Fei Sun; British model Eliza Cummings; Australian model Ajak Deng; Australian model Bambi Northwood-Blyth; Slovenian model/dancer Valerija Kelava; Chinese supermodel Wang Xiao; Tanzanian model Herieth Paul; American model Samantha Gradoville; British boxing champion/Olympic hopeful Robert Evans; British model Aaron Frew; Russian model/rapper Yuri Pleskun; American musician Ian Mellencamp; French model David Agbodji; American street dancer Eric Ramos; British model Callum Wilson; British model/dancer Jackson Blyton Megran; Swedish artist Viggo Janason; Dutch/Irish model/performer Piet Vander Heijden; Dutch actor/dancer Steven van Nieuwenburg; Japanese student/singer Tomo Aki Kurata; American producer/musician Robert Booker; American model Bo Ackerman; British model and steel drummer Kyle Bethelmy Forde; Spanish model River Viiperi; and, Swedish model Dan Kling.
CK’s global creative director Kevin Carrigan explained the concept to British Vogue, telling them:
“We put them all in a room, just a big mirrored box surrounded by cameras, and let them try the collection. The ck one collection is not about wearing clothes the way you’ve been told, it’s about making them your own. We put the pieces in there in all sizes, from XXXL to XS; it’s not about the perfect size – it’s a play on proportion and androgyny. Girls were wearing jeans that were baggy and far too big, or wearing oversized shirts as dresses, they made the collection their own. It’s the personalisation of fashion – and the campaign is really just a reportage of them trying the clothes.“
Carrigan asserts that the new ck one offering is a “consumer generated line that will evolve with feedback from customers” – and online communication about the range, on social networking sites and the brand’s website, will allow ck one to communicate with its customers. The campaign teasers launch tomorrow, with the full unveil on March 1 worldwide.
The accompanying print campaign, for April books, features stills of the videos. In addition to print media, the campaign will be placed on LED billboards at Houston and Lafayette streets in New York and Sunset Boulevard in Los Angeles, as well as Subway Urban Panels, this week and elsewhere around the world from March 1. Visit www.ckone.com to find out more soon!
