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.”
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)