ck one campaign; photo: Steven Meisel
ck one campaign; photo: Steven Meisel
 

31 Mar. 2011

CK ONE TO LAUNCH JEANS AND UNDERWEAR


ck one, the iconic, worldwide famous unisex fragrance brand of the Calvin Klein Inc. group, will launch a new lifestyle brand of contemporary men's and women's jeanswear, underwear, and swimwear, in London on April 14. The launch will take place within an exclusive party at Shoreditch's Village Underground and promises to be one of the most exciting and glamorous events in the city's fashion and music calendar.

The event, organized in partnership with MTV Push, will host American rising star Alexis Jordan, London rapper Professor Green and UK superstar Katy B. DJ support will come from current CK One models Pixie Geldolf and Alice Dellal, London fashion icon Princess Julia and Fashion Week favorite, Jerry Bouthier. Hosted by Dutch supermodel Lara Stone ­ the current face of Calvin Klein ­ the event will feature a guest list of top fashion and music celebrities. The exclusive MTV PUSH series of parties, in partnership with ck one, will then party-hop to other cities across the globe with similar sleepless night event initiatives.
ck one underwear video clip

Building on the brand's iconic visual legacy, the advertising campaign debuted worldwide earlier this March and spans multiple digitally integrated platforms ­ online, mobile, print, and outdoor ­ all linked  by dynamic creativity. The multi-faceted ck one campaign is the largest digital initiative in Calvin Klein’s history to date, and focuses on the newly launched ckone.com. The new website is the global hub of the brand and campaign and is designed as the designated destination for all consumers and fans to personally experience the brand and learn more about the lifestyle, products, campaign and featured talent.
ck one campaign featuring Lara Stone; photo: Steven Meisel
ck one campaign featuring Lara Stone; photo: Steven Meisel

Maria Cristina Pavarini

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