When Calvin Klein’s CK One perfume launched in 1994, it was one of the first openly unisex-branded fragrances out there. Almost 26 years later, and Calvin Klein’s penchant for breaking barriers is still ever-present. Introducing the brand’s first-ever cross-category launch which dropped worldwide on Feb 14: CK ONE Underwear and Jeans as well as CK EVERYONE (yep, you read that right) fragrance.
The highlight of the campaign, though? An impossibly cool posse of creatives decked out in CK ONE jeans and underwear. Some familiar faces you’ll clock: DJ and daughter of Sting Eliot Sumner, model Cara Taylor, photographer and skater Evan Mock, make up artist MLMA, model Parker Van Noord and rapper/dancer Priddy The Opp.
Shot by British fashion photographer Glen Luchford, the campaign drives home unapologetic individuality, tapping on a group of multi-hyphenates who are unconstrained by boundaries be it in their careers, gender identity or self-expression. The products available in the drop reflect that very same sensibility too.
Created by the very Spanish perfumer behind Calvin Klein’s iconic CK ONE fragrance, Alberto Morillas, CK EVERYONE takes cues from its predecessor while amping things up a few notches. Think: a naturally derived, vegan and recyclable (the perfume comes in a carton made up of 30% post-consumer materials) fragrance that as its name suggests, is for literally everyone.
Expect a clean, non-gender-conforming blend of organic orange oil, blue tea accord and cedarwood – topped off with a minimalist-approved fragrance bottle. And keeping things quintessentially CK? A reusable Calvin Klein underwear elastic band that comes wrapped around the bottle. We told you it was a multi-item drop.
CK ONE Underwear And Jeans
For those in the market for some jeans or underwear instead, the drop also serves up an array of genderless wardrobe staples. While the underwear collection includes monogrammed logos and rose-patterned separates in cotton and micro fibre, the jeans collection boasts a selection of trucker jackets, vests, jeans as well as frayed skirts and shorts. Keep your eyes peeled for a camo-print and colour-blocked recyclable capsule (made from plastic water bottles) that’s also dropping later this season. That signature CK sex appeal coupled with eco-consciousness? We’re in.
Above, a closer look at the fashionable faces fronting the campaign as well as the items you’ll be able to cop.