Calvin Klein has revealed the new CK One underwear and jeans collection along with the new genderless fragrance, CK Everyone. The collection and fragrance are unveiled in a global advertising campaign, proclaiming, “I am one, I am many. I love everyone of me.”
The campaign, shot by Glen Luchford, stars a group of modern creatives including musician and actor Eliot Sumner, skater and photographer Evan Mock, musician and makeup artist MLMA, rapper and dancer Priddy the Opp, and models Cara Taylor and Parker Van Noord. The visuals are a celebration for those unconstrained by boundaries, gender norms, and definitions.
Jeans and underwear include staple wardrobe pieces with a genderless appeal. CK One underwear features graphic prints with bold all-over monogram logos, repeating roses and new colorways in key cotton and microfiber styles. Camo prints, color-blocked styles with a ribbed, sock-inspired waistband and a recycle capsule featuring underwear and t-shirts made from recycled plastic water bottles will also drop later this season. The CK One jeans collection includes logo tees, graphic hoodies and timeless denim silhouettes such as oversized trucker jackets, denim vests, and mom and dad jeans, as well as skirts and shorts with raw hem cuts.
The brand’s new CK Everyone is formulated with naturally derived ingredients, naturally derived alcohol, is vegan, recyclable, and comes in a folding carton that contains 30 percent post-consumer recycled materials. Master perfumer and creator of the original CK One fragrance, Alberto Morillas crafted a clean and genderless fragrance exuding freshness using 79 percent of naturally derived ingredients and ignoring the traditional signifiers of gender, as reflected in the non-conformity of both the scent and campaign. A citrus fragrance that uplifts with zesty organic orange oil is paired with a blue tea accord and a vibrant cedarwood base creating the perfect combination of clean freshness, sweet sensuality, and provocative edge.
Coinciding with the collection launch in North America is the “I Love Everyone Of Me” pop-up in New York City. Open to the public from Thursday, February 13 – Saturday, February 15, visitors will be able to explore and shop the new CK Everyone fragrance and CK One underwear and jeans. A dedicated fragrance room will allow visitors to discover the different fragrance notes while immersive photo moments play with the concept of individuality referenced in the ad campaign. At the experience, visitors will also have the opportunity to have their image projected on the brand’s famed Houston Street billboard during the duration of the activation.