Calvin Klein’s new campaign for its iconic fragrance, CK One, is said to celebrate a provocative longing for unity and self-expression.
At the helm of the project was American film director Zal Batmanglij and the campaign was shot by Belgian fashion photography influencer Willy Vanderperre.
Models featured in the campaign include: Alec Pollentier, Alyssa Traoré, Ariel Murtagh, Ernesto Cervantes, Fernando Albaladejo, Jabali Sandiford, Jonas Glöer, Lulu and Wangy.
Simona Cattaneo, Chief Marketing Officer Coty Luxury, said: “When CK One originally launched in 1994, it helped redefine the boundaries of the modern fragrance because it blurred societal, gender boundaries and offered a freedom from convention and the status quo, a breaking of rules.
“The reinvention and renewal of this milestone continues to define contemporary times.”
In an exchange of voice notes between the models, Batmanglij has created a montage of snippets showing the models unifying at a warehouse party in Brooklyn, NYC, in order to visually express the brand’s message of uniformity.
New York City has been used as the setting for the film and print campaign due its levels of diversity.
CK One was one of the first fragrances to be marketed as unisex.
Now it has been on the market for nearly 25 years.
