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Calvin Klein has a double dip on the menu for September: the launch of Seductive Comfort by Calvin Klein Underwear and the Secret Obsession scent, the ads for both of which feature actress Eva Mendes.
This fall, Mendes most likely will be wearing her favorite nude G-string underneath apparel in the remake of “The Women,” alongside Annette Bening, Debra Messing, Meg Ryan, Candice Bergen and Jada Pinkett Smith.
This story first appeared in the July 22, 2008 issue of WWD. Subscribe Today.
“I wear [Calvin Klein] G-strings all of the time on the red carpet and when shooting for a film because you don’t see the [panty] lines,” Mendes said.
The campaign, which will be featured in magazines including Vogue, Elle, Vanity Fair, In Style, People, Latina, O, The Oprah Magazine and Interview, will be expanded internationally in October to five countries: Italy, Spain, China, South Korea and the U.K. The campaign was photographed by Steven Meisel under the creative direction of CRK, Calvin Klein Inc.’s in-house ad agency, and consulting creative director Fabien Baron of Baron & Baron.
Tom Murry, president and chief operating officer of Calvin Klein Inc., would not give an ad budget, but noted that the company’s overall annual ad budget, excluding marketing, public relations and editorial, is $250 million.
Regarding the campaign’s image, Murry said: “This is a departure from more slender body types that have typically been used in Calvin Klein Underwear ads. But this is not so much about a trend of being more curvaceous. This [bra] product is made for a curvaceous woman.”