Calvin Klein has released the first commercial and ad for their lifestyle collection ck one and it’s one big underwear dance party.
The new collection is the first under the ck one label to include fragrance, underwear and denim. Led by Vogue cover girl Lara Stone, the campaign features models, musicians, actors and sports stars–Cassie included (she gets into character for one of my favorite songs in the video). The campaign was directed by Steven Meisel and rolls out on March 1.
CK’s global creative director Kevin Carrigan explained the concept to British Vogue, telling them:
“We put them all in a room, just a big mirrored box surrounded by cameras, and let them try the collection. 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. Girls were wearing jeans that were baggy and far too big, or wearing oversized shirts as dresses, they made the collection their own. It’s the personalisation of fashion – and the campaign is really just a reportage of them trying the clothes.“
Carrigan asserts that the new ck one offering is a “consumer generated line that will evolve with feedback from customers” – and online communication about the range, on social networking sites and the brand’s website, will allow ck one to communicate with its customers. The campaign teasers launch tomorrow, with the full unveil on March 1 worldwide.
Visit www.ckone.com for more info.