Calvin Klein is planning to add a little shock to its ck franchise this fall with a new fragrance masterbrand.
In a departure for the brand, the company that pioneered the idea of the unisex fragrance is choosing instead to do separate men’s and women’s fragrances for ck one Shock, its latest launch. The scents will be out globally in September.
Fabien Baron served as creative director for the advertising, which was shot by Steven Meisel and features Lara Stone, Aaron Frew, Alice Dellal, Herieth Paul, Ian Mellencamp, Robert Evans, Ruby Aldridge, Sky Ferreira, Tomo Aki Kurata, Viggo Jonason, Xiao Wang and Yuri Pleskun. Three different versions of the ad have been shot and will begin running in September fashion, beauty and lifestyle magazines globally. A significant digital platform, leveraging the existing ck one site, Facebook and a number of other vehicles, will break July 27, noted Emily Bond, vice president of marketing for Calvin Klein Fragrances