Calvin Klein has revealed the worldwide global advertising campaign for Calvin Klein Defy, its new men’s fragrance featuring award-winning actor Richard Madden as the face of this new chapter within the brand’s fragrance portfolio.
The campaign features Madden in a series of vulnerable, self-reflecting, and authentic moments that culminate into a courageous leap of faith, a symbolic metaphor for personal defiance and daring to take risks. The accompanying still visual translates the powerful essence of the campaign featuring Madden seated on a rooftop with a rebellious stare in iconic Calvin Klein jeans and a timeless Calvin Klein white t-shirt. The advertising campaign will be featured globally and supported by digital, social, print, and TV.
“It’s been an exciting opportunity to partner with Calvin Klein on this new launch for Calvin Klein Fragrances,” said Madden. “Making the Calvin Klein Defy campaign was an amazing experience; I’m excited about this partnership and our work together.”
The Calvin Klein Defy fragrance features a contrast of fresh wood notes. Crafted by Anne Flipo, master perfumer, and senior perfumers Pascal Gaurin and Loc Dong of IFF, the fragrance features a blend of citrus highlighted by crisp bergamot and fresh lavender absolute. The heart of the fragrance and star ingredient, vetiver oil, is responsibly sourced from Haiti, and provides a vibrant earthiness that compliments a rich base of amber notes.
The masculine and woody fresh scent is captured in a modern and minimalist glass bottle carved with curved rounded edges and sharp linear lines, representing the duality of vulnerability and courage on the path to defiance. The cap and carton pay homage to Calvin Klein jeans with a matte textured blue denim inspired embossed finish and striking silver branding.
“We are hugely excited by the launch of Calvin Klein Defy,” added Joanne Bletz, senior vice president global for Calvin Klein Fragrances at Coty. “The creation of this new men’s fragrance, starring the award-winning actor Richard Madden, marks the next chapter in our partnership with the iconic fashion house. The fragrance and campaign embrace the spirit of pushing boundaries as personified through our Dare to Defy concept and celebrates the courageous leap of faith it takes to follow your convictions while acknowledging the vulnerability and courage to defy expectations. We are confident that Calvin Klein Defy, which encapsulates a renewed take on masculinity, self-reflection and defiance, will resonate with modern men across the world, driving further global demand for Calvin Klein fragrances.”
To celebrate the launch of Calvin Klein Defy, a branded tournament will take place on Twitch where consumers will have the opportunity to defiantly battle against top streamers for a chance to win prizes followed by a virtual afterparty.
Calvin Klein Defy is available starting today in select countries and will be available globally on a rolling basis.