Calvin Klein : CK One

ckOne for a new generation

Published On
Feb 23, 2011

Editor's Pick

Calvin Klein worked with Steven Meisel, who directed Kate Moss in the original ckOne launch in 1994, on a new integrated campaign for the ckOne lifestyle collection.

TV spots will features models, musicians, actors and sports stars known for their individuality: including Pixie Geldof, Alice Dellal, British boxing champion and Olympic hopeful Robert Evans and Swedish artist Viggo Janason. The full campaign breaks on March 1, but here's a teaser clip.

The campaign is designed to bring a younger demographic to the ckone lifestyle brand, which comprises denim and underwear as well as fragrance. TV spots are designed to drive traffic to the ckOne website. . There, visitors will be invited to contribute to the campaign by uploading their own videos, which they will then be encouraged to share through social media.