In her first ad campaign for a brand, Saldana wears 2010 Calvin Klein Underwear’s fall women’s Envy line. The multimillion-dollar print and outdoor advertising campaign breaks mid-September, in October magazines, and she also will appear in an online video on cku.com. A release date for that has not been set.
The campaign will be “one of the biggest launches in the brand’s history,” said Malcolm Carfrae, executive vice president of global communications at Calvin Klein Inc.
The Envy line of five bras — a Lace Demi Bra, a Tailored Demi Bra, a Natural Lift Plunge Bra, an Air Push Up Bra and Saldana’s favorite, a Triangle Bra — is being shipped to stores this week.
Regarding Saldana’s views on lingerie, the actress told WWD,“I like when you are able to assist your body to look amazing as opposed to replacing anything. That’s exactly what Calvin Klein Underwear Envy does. It helps you, it assists you, but it will not overshadow what you can bring naturally.”
Tom Murry, CKI’s president and chief executive officer, said the new Envy line “addresses a need expressed by our consumers, and it completes the brand’s three-tier Coverage Level System” — and added the line is “in keeping with the heritage of the Calvin Klein Underwear brand.”
The global ad and marketing campaign, photographed by Mikael Jansson, anchors the introduction of the newest program initiative at Calvin Klein Underwear: the Coverage Level System. It’s aimed at average-size women and features three levels of coverage: Coverage Level 1, which focuses on the Envy collection that offers less coverage with sleek, superfine straps, bra band and wings, and gold-rose hardware; Coverage Level 2, which provides mid-level coverage for everyday wear and comfort by Perfectly Fit, a line introduced in 2005, and Comfort Level 3, which offers the highest level of coverage and support with the Seductive Comfort group, launched in 2008. An online video promoting the Coverage Level System was unveiled Monday at cku.com, and the video will also be used as a marketing tool at stores along with other assets this fall. The video’s tag line says, “The Calvin Klein coverage level…What you uncover…is up to you.”
Visuals on both hangtags and in the video feature three women in bras and panties representing the three levels of coverage.
Explaining the new program, Kathy Linehan, vice president of global merchandising for Calvin Klein Underwear, said, “It’s not about fit, it’s about coverage. This is a way of communicating to our consumers who would have passed by Calvin Klein Underwear thinking, It’s too small for me.”
“We’ve always been the great image makers. Now we want to be the great communicators,” said Bob Mazzoli, chief creative officer at Calvin Klein Underwear. “There is a paralysis of too much choice. You show up in stores and you want to buy something and have fun, but you don’t have a clue as to what to buy. We think we can engage the consumer with this program and it will be fun.”
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye