CALVIN KLEIN is today unveiling its advertising campaign for the first ck one lifestyle collection - and it might just be bigger than Kate Moss and Marky Mark.
"We worked with Steven Meisel, who shot the original campaign for the launch of the ck one fragrance in 1994," Kevin Carrigan, global creative director of Calvin Klein Jeans and ck Calvin Klein, explained. "Mark and Kate were just young kids then and we wanted the same feel. We wanted to show how diverse the collection is when worn by different people, so we took one jean, one shirt, a great grey T-shirt; classic American basics, and gave them to these cool kids."
The collection is the first under the ck one label to include fragrance, underwear and denim and, in true Calvin Klein advertising tradition, 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: from models like Pixie Geldof, Alice Dellal, Bambi Northwood-Blyth, Abbey Lee Kershaw and Ruby Aldridge; to British boxing champion and Olympic hopeful Robert Evans; British model and dancer Jackson Blyton Megran; and Swedish artist Viggo Janason.
"We put them all in a room, just a big mirrored box surrounded by cameras, and let them try the collection," Carrigan told us. "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. Visit
www.ckone.com to find out more.
especially the part which the guys are dancing.
