Advertising campaigns for CK One by Calvin Klein (1994) are some of the most look-conscious - you want to say rather than fashion-conscious because the models seem so under-dressed all the time. It's been said that the "new freshness" perfume helped define the feel of a generation and this is also due to the intertwining of olfactory cues with iconic billboards and packaging. The 2009 summer limited-edition of CK One revealed how sartorially conscious and youth-oriented the brand is. Bringing these affinities to their ultimate consequence, Calvin Klein Inc, together with Calvin Klein Fragrances, under the umbrella of Coty Prestige, and Warnaco Inc are joining forces to create an eponymous fashion label drawing inspiration from the Zeitgeist-y perfume CK One...
CK One Spring will debut in January 2011 in Calvin Klein stores and department stores.
"The overall direction of the new jeans and underwear lines is energetic and fashion-forward. The ck one Underwear offering includes cotton stretch and microfiber fabrications, with a mix of basics and novelty prints. The ck one Jeans line centers on a new slouchy slim silhouette, available for both men and women in variety of washes, and is complemented by woven and knit pieces. Seasonally, the lines will offer new product introductions and will include monthly fashion deliveries.
Said Tom Murry, President & CEO, Calvin Klein, Inc., "We feel strongly that adding a compelling lifestyle apparel offering to the iconic ck one brand franchise will extend the platform of the brand and take the ck one brand to the next level."
"We are excited by the opportunity to expand our Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Swimwear offerings," commented Craig Brommers, Senior Vice President of Marketing for Warnaco Inc. "The new ck one apparel brand affords us the ability to extend our conversation with an expanded global audience."
The ck one fragrance was the world's first unisex fragrance and became recognized as the biggest selling fragrance launch of all time. At its height, there were 20 bottles sold every minute of every day, around the world. Today, the brand remains a consistently top ranked fragrance globally, with particular regional strength in Europe and Asia.
"ck one has been a beloved brand globally for well over a decade. Our consumers have always responded strongly to innovation on the brand, from new advertising campaigns to limited editions, and we anticipate that offering them a new line of apparel in the spirit of ck one will be met with an enthusiastic response," said Catherine Walsh, Senior Vice President, American Fragrances, Coty Prestige."
Source: press release via tradingmarkets.com
You can check out the 2010 CK One vending-machine campaign here.