NEW YORK — Calvin Klein has gotten a lot moodier for fall.
This story first appeared in the July 3, 2003 issue of WWD. Subscribe Today.
In a departure from Klein’s bright and bold spring ads, the firm’s fall Collection and CK Jeans campaigns — shot by Mario Sorrenti — are a lot darker and more dramatic. The company began preparing the campaign early this year just as Calvin Klein Inc. was being integrated into its new owner, Phillips-Van Heusen.
The fall portfolios, which connect Calvin Klein Collection apparel, accessories and eyewear with CK Calvin Klein Jeans, all feature Natalia Vodianova and Travis Fimmel, shot on location at the Crocker Mansion in Mahwah, N.J.
Fimmel, who started as the Calvin Klein Underwear model in fall 2001, has appeared in ads for several of Klein’s divisions, including Crave fragrance ads. His exclusive contract with Klein expires at the end of the fall season. The Australian-born model followed in the footsteps of other Calvin Klein Underwear models such as Mark Wahlberg, formerly known as Marky Mark, Antonio Sabato and Michael Bergin. Fimmel is currently filming a TV series, “Tarzan.”
Kim Vernon, senior vice president of global advertising and communications at Klein, said the fall ad budget is flat to a year ago. According to TNS Media Intelligence/CMR, Calvin Klein Inc.’s media budget for the second half of 2002 was approximately $10 million for all apparel and home products, excluding fragrances. Fall portfolios, which range from between four and 10 pages, will appear in 271 fashion and lifestyle publications worldwide: 63 in the U.S., Canada and Latin America, 127 in Europe and 81 in Asia.
Specifically, portfolios will be placed in seven editions of Vogue (U.S., France, Italy, Germany, U.K., Spain, Japan) and four editions of GQ (U.S., Spain, U.K. and Japan). In the U.S., they will also appear in Vanity Fair, W, Harper’s Bazaar, Elle, Details and Esquire. In Europe, ads will run in L’Uomo Vogue and Arena Homme Plus, while in South Korea, they will appear in Esquire.
CK Jeans will also be advertised for the first time in Teen People, and will appear in such titles as Jane, Lucky, Cosmopolitan and Cosmogirl.
Outdoor advertising will be a key component of the fall campaign. The media plan includes bus posters and billboards in New York and Los Angeles, kiosks in San Francisco and bus shelters in Chicago, Boston and Miami. There will also be outdoor advertising, including bus shelters, subway pillars and billboards, in Germany, the U.K., Spain, Australia, Japan, Taiwan, Korea and Hong Kong.
Vernon said Klein is currently hunting for a male model to appear in a November campaign for its new men’s Pro Stretch Underwear. That campaign will be shot by Steven Klein.