Calvin Klein plans to bring new attention to its CK One franchise with a new TV campaign to be launched Jan. 20. Not coincidentally, it’s the same day President-elect Barack Obama will be inaugurated.
“The CK One ‘We are one’ campaign is inspired by a social movement of people coming together in the spirit of unity,” said Catherine Walsh, senior vice president of American fragrances for Coty Prestige, noting the campaign’s centerpiece is a song commissioned from British musician Jamie Burke — who appears in the print and TV ads for this campaign, as well as two Calvin Klein Jeans spots. “There is such a natural synergy between the message of the campaign and the essence of our new president’s platform that it seemed the ideal moment to share the TV spot. The campaign — and its original song — give voice to an optimistic new generation, that certainly made its voice heard in the latest election. This is a celebration of the power of coming together as one.”
Charlotta Perlangeli, vice president of global marketing for Calvin Klein Fragrances, added that the song will be available as a free iTunes download and on Ckone.com. “We believe it will help consumers relate more personally to the campaign,” she said.
A print ad, featuring Burke with models of all shapes, sizes and skin tones, will begin running in February fashion, beauty, lifestyle and music magazines in the U.S. The campaign will also be online at Ckone.com by the end of this month. Both campaigns were created with Laird and Partners; Francis Lawrence filmed the TV spot, which includes 30- and 60-second cuts. Steven Meisel shot the print ad.
Coty is reinforcing the music ties with a limited edition version of CK One. The bottle, which is emblazoned with the words “We are one” in a number of languages, is set into a base which includes a removable MP3 speaker. It will retail for $50. In addition, Coty will launch an all-over body spray in the CK One franchise. It is intended to be a lighter version of the CK One scent and is dispensed with an oversize pump, said Walsh. It will retail for $26.
While Walsh wouldn’t discuss projected spending or sales figures, industry sources estimated the total media spend globally could top $25 million. Sources also estimated that the two limited edition products and the campaign’s effects could add $30 million to the franchise’s bottom line in the next year. More than 90 million scented impressions are planned globally.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia