18 Aug. 2010

CALVIN KLEIN: NEW UNDERWEAR LINE AND GLOBAL CAMPAIGN

 Calvin Klein Underwear, a division of Warnaco Inc., and Calvin Klein, Inc., 

announced the its latest lingerie collection for Fall 2010 to be launched at the same time as the Calvin Klein Underwear Coverage Level System, a revolutionary new way for women to more easily shop for bras and the type of coverage they are looking for.



The Fall 2010 introduction of Calvin Klein “Underwear Envy,” a new collection of lingerie designed to create a more revealing silhouette, completes the Calvin Klein Underwear Coverage Level System, which has three distinct levels of coverage with each level differentiated by cup coverage and strap and band width.



“Underwear Envy” offers a revealing “coverage 1” level, the least coverage for a sleek, sexy look. “Perfectly Fit” provides level 2 coverage for classic comfort and a modern look. “Seductive Comfort” is coverage level 3, for those wanting the highest degree of coverage and support.



At retail outlets the new Calvin Klein Underwear Coverage Level System will be complemented by information at the point-of-sale and on hang tags conveniently specifying the item’s level of coverage.



As announced in July actress Zoe Saldana will be the new face for the women’s Fall 2010 Calvin Klein Underwear global advertising campaign shot recently by renowned fashion photographer Mikael Jansson in New York City. Zoe Saldana most recently captured the attention of moviegoers as Neytiri in “Avatar,” winner of the 2010 Golden Globe for Best Picture.
Isabel Mühlbauer

Advertising


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