NEW YORK–(BUSINESS WIRE)–Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH]and Calvin Klein Fragrances, a division of Coty Inc. [NYSE: COTY]today unveiled the global advertising campaign for Calvin Klein challengesa new men’s fragrance featuring award-winning actor Richard Madden as the face of this new chapter within the Calvin Klein perfume portfolio. The fragrance and the campaign embrace a journey of defiance while exploring the authentic truths and contrasts within.
The campaign presents Madden in a series of vulnerable, introspective and authentic moments that culminate in a courageous leap of faith, a symbolic metaphor for personal challenge and the daring to take risks. The accompanying still visual conveys the powerful essence of the campaign featuring Madden sitting on a rooftop with a rebellious gaze in the iconic Calvin Klein jeans and a timeless Calvin Klein White Tshirt. The advertising campaign will be presented worldwide and supported by digital, social media, print and television.
“It was an exciting opportunity to partner with Calvin Klein for this new launch of Calvin Klein Fragrances,” said Madden. “Do it Calvin Klein Defy campaign was an amazing experience; I am delighted with this partnership and our work together.
the Calvin Klein challenges fragrance presents a bold contrast of invigorating freshness and powerful woods. Created by Master Perfumer Anne Flipo and IFF’s Senior Perfumers Pascal Gaurin and Loc Dong, the scent defies expectations and evokes the spirit of the campaign opener with an addictive blend of citrus underscored by bergamot. crisp and fresh lavender absolute. The fragrance’s heart and star ingredient, vetiver oil, is responsibly sourced from Haiti and offers a vibrant earthy texture and irresistible robust texture that complements a rich and seductive base of amber notes.
The fresh, masculine, woody scent is captured in a modern, minimalist glass bottle sculpted with curved rounded edges and crisp linear lines, representing the duality of vulnerability and courage on the path to challenge. The cap and the box pay homage to Calvin Klein jeans with a waffle finish inspired by matte textured blue denim and striking silver branding.
Joanne Bletz, Senior Vice President Global for Calvin Klein Fragrances at Coty, said, “We are extremely excited about the launch of Calvin Klein defies. The creation of this new men’s fragrance, featuring award-winning actor Richard Madden, marks the next chapter in our partnership with the iconic fashion house. The fragrance and campaign embrace the spirit of pushing boundaries embodied by our Dare to Defy concept and celebrate the courageous leap of faith it takes to follow your convictions while acknowledging vulnerability and the courage to defy expectations. We are convinced that Calvin Klein challengeswhich embodies a renewed approach to masculinity, self-reflection and challenge, will resonate with modern men around the world, driving global demand for Calvin Klein fragrances.
To celebrate the launch of Calvin Klein challengesa marquee tournament will take place on Twitch where consumers will have the opportunity to challenge themselves against top streamers for a chance to win prizes, followed by a virtual afterparty.
Calvin Klein challenges is available starting today in select countries and will be available worldwide on an ongoing basis.
About Richard Madden:
Golden Globe winner and Scottish actor Richard Madden is fast becoming one of Hollywood’s most in-demand actors. Up next, Madden will be seen in Chloe Zhao’s Eternals in which he portrays the character “Ikaris” opposite Angelina Jolie, Salma Hayek, Kumail Nanjiani and Gemma Chan. The Marvel comics-based superhero film of the same name follows the saga of the Eternals, a race of immortal beings who once lived on Earth and shaped its history and civilizations. The film is slated for release by Disney on November 5, 2021. Additionally, it is currently in production on the Russo Brothers’ CITADEL alongside Priyanka Chopra Jonas. The upcoming global thriller multi-series for Amazon Studios will feature interconnected local-language versions of the story in several other countries.
About Calvin Klein, Inc.
Calvin Klein is a lifestyle brand with bold, progressive ideals and a sensual aesthetic recognized around the world. Our modern, minimalist approach to design, our provocative imagery and our authentic connection to culture have resonated with our customers for over 50 years.
Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, we’ve built our reputation as America’s fashion leader on the distinction Calvin Klein ranges of brands and a range of licensed products. We were acquired by PVH Corp. in 2003. For more information, please visit www.calvinklein.com.
About COTY Inc.
Coty is one of the world’s largest beauty companies with an iconic portfolio of fragrance, color cosmetics, and skin and body care brands. Coty is the world leader in fragrances and number three in color cosmetics. Coty products are sold in over 150 countries around the world. Coty and its brands engage in various social causes and seek to minimize their impact on the environment. For more information about Coty Inc., please visit www.coty.com.
Creative agency: The Style Council
Still life photographer: Thomas Legrand
EDITORIAL CREDIT: Calvin Klein challenges
SOCIAL NETWORKS: #ckdefy
BRAND HANDLE: @CalvinKlein