Calvin Klein Relaunches CK One as Lifestyle Brand
With its men's and women's autumn/winter 2011 runway shows and New York Fashion Week out of the way, Calvin Klein is turning its attention to reviving one of its older sub-brands. On March 1st, it will relaunch ck one (introduced in 1994 with a unisex fragrance) as a broader lifestyle brand.
It will expand from perfume to include jeans and underwear - which model Lara Stone gives a glimpse of in a teaser spot, above, shot by another icon of the era: photographer Steven Meisel.
“The ck one collection is not about wearing clothes the way you’ve been told, it’s about making them your own. We put the pieces in there in all sizes, from XXXL to XS; it’s not about the perfect size - it’s a play on proportion and androgyny,” Kevin Carrigan, global creative director of Calvin Klein Jeans and ck Calvin Klein, tells Vogue UK about the brand revival.
In addition to TV and web videos, ck one's global relaunch marketing campaign will include special billboards in key markets including New York, print ads, mobile apps, and user-generated content.