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Calvin Klein lança campanha CK One Jeans e underwear e o CK Everyone
A Calvin Klein, Inc., uma subsidiária integral da PVH Corp., e a Calvin Klein Fragrances, uma divisão da Coty Inc., apresentaram hoje as novas coleções de underwear e jeans da CK ONE e a CK EVERYONE, uma fragrância suave – ambas inspiradas no estilo rústico e rebelde do CK ONE original. A coleção e a fragrância serão apresentadas numa campanha publicitária global, declarando “I am one, I am many. I love everyone of me” (“Eu sou um, eu sou muitos. Eu amo todas as versões de mim”).
Uma homenagem à individualidade e à liberdade de auto expressão, a campanha fotografada por Glen Luchford é estrelada por um grupo de pessoas multitalentosas, incluindo o músico e ator Eliot Sumner, o skatista e fotógrafo Evan Mock, a artista musical e maquiadora MLMA, o rapper e bailarino Priddy the Opp, além dos modelos Cara Taylor e Parker Van Noord. O visual vibrante e enigmático explora os muitos aspectos de cada ser, abraçando com ousadia e apresentando ao mundo com orgulho uma coletividade individual e uma quebra do status quo.
Uma celebração poderosa para aqueles que não se deixam limitar por fronteiras, normas e definições de gênero. A campanha publicitária será veiculada globalmente, com suporte nos meios digitais, redes sociais, locais externos de alto impacto, mídia impressa e TV.
As novas coleções de moda e a fragrância marcam o próximo capítulo da história emblemática do CK ONE. Jeans e underwear incluem peças coringas sem apelo para um gênero específico. A coleção de underwear CK ONE apresenta estampas gráficas com logos ousados em monograma, rosas repetidas e ondas coloridas em peças de algodão e microfibra.
Estampas camufladas, peças com color block e cós em ribana, inspirado nas meias, e uma coleção cápsula reciclada de underwear e camisetas – confeccionada com garrafas pet – também serão apresentadas durante a estação. A linha jeans da CK ONE inclui camisetas com logo, moletons gráficos com capuz e modelos atemporais em jeans, como jaquetões trucker, coletes, calças modelo mom e dad, além de saias e shorts com bainha rústica.
A Calvin Klein apresenta sua primeira fragrância suave, unissex e com consciência ambiental, a CK EVERYONE. Formulada com 79% de ingredientes derivados da natureza, incluindo o álcool, o CK EVERYONE é vegano, reciclável e vendido numa caixinha dobrável que contém 30% de materiais reciclados pós-consumo. O CK EVERYONE possui uma fragrância ousada para todas as gerações, inspirada na autenticidade e nas mentes jovens.
O perfumista master e criador da fragrância CK ONE original, Alberto Morillas, criou um perfume suave, unissex e fresco utilizando ingredientes derivados da natureza e ignorando os indicadores tradicionais de gênero, como refletido no não-conformismo da fragrância e da campanha.
Um perfume cítrico, realçado pela intensidade do óleo orgânico de laranja, é combinado com um acorde de chá azul e uma base vibrante de cedro, criando a fusão perfeita de frescor, sensualidade delicada e um toque provocativo. Combinando dois ícones, o CK EVERYONE presta uma homenagem ao cós emblemático da CALVIN KLEIN UNDERWEAR, com um elástico feito a partir de material reutilizável no frasco.
Para marcar o lançamento, acontece a abertura da POP-UP I LOVE EVERYONE OF ME, em Nova York. Aberta ao público a partir de quinta-feira, 13 de fevereiro até sábado, dia 15. Os visitantes poderão explorar e adquirir a nova fragrância CK EVERYONE e a coleção de underwear e jeans CK ONE. Uma sala dedicada à fragrância permitirá aos visitantes conhecer as diferentes notas do perfume, enquanto fotos imersivas brincam com o conceito de individualidade exposto na campanha publicitária.
Durante a experiência, os visitantes também terão a oportunidade de ver sua imagem projetada no célebre outdoor da marca na Rua Houston, enquanto durar a ativação.
No Brasil, o lançamento da coleção capsula CK ONE underwear e jeans acontecerá no dia 13 de fevereiro, simultaneamente ao lançamento global. A fragrância CK EVERYONE estará disponível nas lojas a partir do mês de Maio.
Sobre a Calvin Klein Inc.
A CALVIN KLEIN é uma marca global de estilo de vida que exemplifica ideais ousados e progressistas, com uma estética sedutora e essencialmente minimalista. Nosso desejo é entusiasmar e inspirar nosso público utilizando imagens provocativas e designs marcantes para despertar os sentidos.
A CALVIN KLEIN é uma marca global de estilo de vida que exemplifica ideais ousados e progressistas, com uma estética sedutora e essencialmente minimalista. Nosso desejo é entusiasmar e inspirar nosso público utilizando imagens provocativas e designs marcantes para despertar os sentidos.
Fundada em 1968 por Calvin Klein e seu sócio Barry Schwartz, construímos nossa reputação como líderes em moda americana por meio de uma estética simples e designs inovadores. As vendas globais dos produtos da marca CALVIN KLEIN no varejo ultrapassaram 9 bilhões de dólares em 2018, com distribuição em mais de 110 países. A Calvin Klein emprega mais de 11500 associados globalmente. Fomos adquiridos pela PVH Corp. em 2003.
Sobre a COTY Inc.
A Coty é uma das maiores empresas de beleza do mundo, com aproximadamente 9 bilhões de dólares em receita e o propósito de celebrar e liberar a diversidade da beleza dos consumidores. Sua forte herança empreendedora criou um portfólio emblemático de marcas líderes no mercado de beleza. A Coty é líder global em fragrâncias, uma forte segunda colocada em produtos profissionais de coloração e styling, e a número três em maquiagem.
A Coty é uma das maiores empresas de beleza do mundo, com aproximadamente 9 bilhões de dólares em receita e o propósito de celebrar e liberar a diversidade da beleza dos consumidores. Sua forte herança empreendedora criou um portfólio emblemático de marcas líderes no mercado de beleza. A Coty é líder global em fragrâncias, uma forte segunda colocada em produtos profissionais de coloração e styling, e a número três em maquiagem.
A Coty gerencia três divisões: a Coty Consumer Beauty, focada em maquiagem, coloração para o varejo, produtos de styling, de cuidados com o corpo e fragrâncias vendidas principalmente em canais de varejo de massa, com marcas como Bourjois, Max Factor, Rimmel, Wella, Adidas e Guess; a Coty Luxury, focada em fragrâncias e skincare de prestígio, com marcas como Gucci, Hugo Boss, Calvin Klein, Chloe, Bottega Veneta e Alexander McQueen; e a Coty Professional Beauty, com foco no atendimento a proprietários e profissionais de salões, com produtos para cabelo e unhas, e marcas como Wella Professionals, System Professional, OPI e ghd. A Coty possui aproximadamente 20 mil colegas globalmente e seus produtos são vendidos em mais de 130 países.
A Coty e suas marcas são comprometidas com uma gama de causas sociais e também buscam minimizar seu impacto no meio ambiente. Para mais informações sobre a Coty Inc., acesse http://www.coty.com.
Pop – UP I love everyone of me
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