Berlin — Calvin Klein has tapped Avatar star Zoe Saldana as its new face for the women's Fall 2010 Calvin Klein Underwear global advertising campaign.
Chief executive Tom Murry made the announcement at a press conference one hour prior to the house'sWorld of Calvin Klein fashionpresentation during Mercedes-Benz Berlin Fashion Week here.
The campaign, which was shot by Mikael Jansson, features Calvin Klein Underwear's Envy range, a new line of minimal coverage lingerie that is the most revealing in the brand'sunderwear assortment.The print, digital and outdoor advertising will coincide with the October 2010 magazine issues.
Saldana has long had a relationship with the house of Calvin Klein and has been frequently wardrobed by Calvin Klein Collection. "I just want to say I'm extremely excited to be part of the Calvin Klein family. It feels like Christmas," she told assembled journalists.
Asked what she hoped the reaction would be to the new campaign, she said "I'm hoping they will embrace the fact that inner beauty and strength is what's sexy about a woman." But she added that while she took care to be in top form for the shooting, "I didn't want to overdo it, because I'm also representing women of all shapes. I didn't want to sell something unrealistic."
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