CK ONE UNVEILS BRANDS’ FIRST GLOBAL ADVERTISING; EXPERIENTIAL, INTEGRATED CAMPAIGN DEBUTS FOR SPRING 2011 Calvin Klein’s Largest Digital Initiative to Date Features 30+ Dynamic Individuals in Worldwide Multi-media Creative.

NEW YORK, NY, FEBRUARY 22, 2011 – Calvin Klein, Inc today unveiled the ck one Spring 2011 global advertising campaign experience.

Building on the iconic visual legacy of the brand, the inaugural advertising campaign for the new ck one brand lifestyle lines debuts around the world tomorrow, Wednesday, February 23rd. Throughout the week the momentum builds, leading up to the full reveal of the campaign on Tuesday, March 1st across multiple digitally integrated platforms – on-line, mobile, print, and outdoor – all linked by dynamic creative. The campaign was conceived by consulting creative director Fabien Baron of Baron + Baron, working with CRK, Calvin Klein, Inc.’s in-house advertising agency.

The multi-faceted campaign for ck one will be the largest digital initiative in the company’s history to date. The global hub of the ck one brand and campaign will be the newly launched, which has been designed as the designated destination for all consumers and fans to personally experience the brand and learn more about the lifestyle, products, campaign and featured talent.

Interactive, user-based experiences will be a key component of all aspects of the campaign and events that surround it and social media will be a powerful component of the ck one experience around the world. In addition to the interactive video content featured on the site, users will be able to generate their own content and create conversations around that content via social media platforms like Facebook® and Twitter®, making this content viewable and shareable with friends and fans globally. Users will be able to view and share profiles of the campaign cast members, answer rotating prompts based on questions posed by the cast, and even create, upload, and tag their own videos on the site, thus becoming part of the campaign. User generated content will not be separated from the cast content, but will rather be positioned alongside the cast videos. The site will be available in 11 languages and have a global retail store and e-commerce locator.

The campaign will be supported with custom mobile applications (iPhone, Android, and Symbian) with exclusive campaign content; global social media integration; and robust AR (Augmented Reality) programs with cutting edge image recognition technology (no code necessary). These programs serve as gateways to unique ck one video experiences, where consumers can meet and connect with the cast of the campaign through videos and other interactive exchanges, allowing consumers to view exclusive content and get a peek behind the scenes at the campaign shoot.

“This is an important global multi-product launch and represents the company’s largest digitally-focused campaign to date, said Tom Murry, President & CEO, Calvin Klein, Inc. The emphasis on social media and the interactivity of this campaign serve to redefine the ck one brand for a new generation. The creative is exciting and strong and the multi-prong platform is on target to reach a younger demographic, while remaining true to the legacy of the iconic ck one brand.”

An on-line teaser campaign with video ads begins this week on key global websites, which will encourage users to “like Calvin Klein on Facebook® to reveal more” about the campaign. The teaser campaign will also launch Calvin Klein’s permanent social media presence in China on popular social networking sites websites Ren Ren® and Weibo®.

Beginning March 1st, the outdoor campaign will be featured on LED billboards in high impact locations in New York City (at Houston & Lafayette Streets and on Subway Urban Panels) and in Los Angeles, California (at Sunset Boulevard & Havenhurst Drive), as well as key sites in Seoul, Rome, Madrid, and Barcelona. Starting March 1st, the full outdoor campaign will roll-out further to Paris, London, Milan, Hamburg, Shanghai, Guangzhou, Hong Kong, Singapore, Sydney, and Melbourne, among other key cities.

The initial outdoor creative will be tagged with call-outs to encourage users to “download the app at and scan to reveal more” which will unlock AR content featuring exclusive video from the campaign. The global print campaign will debut in April 2011 magazines with multi-page impact units which will promote the ck one site and downloadable app, and – for the first time – all print ads globally will be enabled with ck one AR technology.

The imagery for the campaign was captured during a multi-day shoot in New York City by renowned fashion photographer Steven Meisel, who shot the original campaign for the launch of the ck one fragrance in 1994, setting the tone for this powerful brand. The campaign imagery was filmed and all of the print images are still captures from the video footage.

The campaign’s dynamic creative brings together the men’s and women’s jeans, underwear, and fragrance categories with one unified concept featuring a cast of more than 30 distinct men and women who embody the authentic individuality that is such an inherent part of the iconic ck one brand. Some of those featured are professional models, musicians, performers, dancers, and artists, while many of those featured in the campaign were cast on the street around the world and represent a wide and different range of backgrounds, nationalities, and talents.

In addition to Dutch supermodel Lara Stone – who is also featured in the Calvin Klein Collection and ck Calvin Klein Spring 2011 advertising campaigns – the cast includes American musician/performer Cassie Ventura; Australian model Abbey Lee Kershaw; Brazilian model/drummer Alice Dellal; British model/musician Pixie Geldof; American singer/songwriter Sky Ferreira; UK-based singer Rita Ora; British model/songwriter Ruby Aldridge; Chinese model Fei Fei Sun; British model Eliza Cummings; Australian model Ajak Deng; Australian model Bambi Northwood-Blyth; Slovenian model/dancer Valerija Kelava; Chinese supermodel Wang Xiao; Tanzanian model Herieth Paul; American model Samantha Gradoville; British boxing champion/Olympic hopeful Robert Evans; British model Aaron Frew; Russian model/rapper Yuri Pleskun; American musician Ian Mellencamp; French model David Agbodji; American street dancer Eric Ramos; British model Callum Wilson; British model/dancer Jackson Blyton Megran; Swedish artist Viggo Janason; Dutch/Irish model/performer Piet Vander Heijden; Dutch actor/dancer Steven van Nieuwenburg; Japanese student/singer Tomo Aki Kurata; American producer/musician Robert Booker; American model Bo Ackerman; British model and steel drummer Kyle Bethelmy Forde; Spanish model River Viiperi; and, Swedish model Dan Kling.

As first announced in Fall 2010, ck one is the new lifestyle brand of contemporary men’s and women’s jeanswear, underwear, and swimwear which takes inspiration from the iconic, globally recognized ck one unisex fragrance brand.

“ck one has maintained its status as an iconic global brand since it first launched in 1994,” says Catherine Walsh, Senior Vice President, American Fragrances, Coty Prestige. “Its advertising campaigns have always sent an inspirational message of unity by bringing together people from a diverse range of cultures. The new campaign continues that legacy, connecting consumers with the brand in a modern and vibrant way that is an exciting part of ck one’s ongoing evolution.”

Said Craig Brommers, Senior Vice President, Marketing, Warnaco Inc., “The new ck one apparel brand gives us the ability to extend our conversation with an expanded global audience, and we feel strongly that this campaign will resonate with the target demographic and further the reach of the ck one brand.”

Calvin Klein, Inc. is one of the leading fashion design and marketing studios in the world. It designs and markets women’s and men’s designer collection apparel and a range of other products that are manufactured and marketed through an extensive network of licensing agreements and other arrangements worldwide. Brands/lifestyles include Calvin Klein Collection, ck Calvin Klein, Calvin Klein, Calvin Klein Jeans, and Calvin Klein Underwear. Product lines under the various Calvin Klein brands include apparel, accessories, shoes, sleepwear, hosiery, socks, swimwear, belts, eyewear, watches, jewelry, coats, suits, fragrances, and cosmetics, as well as products for the home. For more information, visit

The Warnaco Group, Inc., headquartered in New York, is a leading global apparel company engaged in the business of designing, sourcing, marketing and selling men’s, women’s and children’s sportswear and accessories, intimate apparel, and swimwear under such owned and licensed brands as Calvin Klein®, Speedo®, Chaps®, and Warner’s® and Olga®.

Coty was created in Paris in 1904 by François Coty who is credited with founding the modern fragrance industry. Today, Coty Inc. is a recognized leader in global beauty with annual net sales of nearly $4 billion. Driven by an entrepreneurial spirit, passion, innovation and creativity, Coty Inc. has developed an unrivaled portfolio of notable brands and delivers its innovative products to consumers in 90 markets worldwide. The Coty Prestige brand portfolio is distributed in prestige and ultra-prestige stores and includes Baby Phat, Balenciaga, Bottega Veneta, Calvin Klein, Cerruti, Chloé, Chopard, Davidoff, Home Skin Lab, Jennifer Lopez, Jil Sander, JOOP!, Karl Lagerfeld, Kenneth Cole, L.A.M.B. fragrance by Gwen Stefani, La Voce by Renée Fleming, Lancaster, Marc Jacobs, Nautica, Nikos, Phat Farm, Sarah Jessica Parker, Vera Wang, Vivienne Westwood and Wolfgang Joop. The Coty Beauty brand portfolio is more widely distributed and includes adidas, Astor, Beyoncé Knowles, Celine Dion, Chupa Chups, David and Victoria Beckham, Esprit, Exclamation, Faith Hill, GUESS, Halle Berry, Jovan, Kate Moss, Kylie Minogue, La Cross, Miss Sixty, Miss Sporty, N.Y.C. New York Color, Pierre Cardin, Playboy, Rimmel, Sally Hansen, Stetson, Tim McGraw, and Tonino Lamborghini. Coty and Puig Fashion and Beauty S.A. have a strategic partnership for the distribution of the perfume lines of Nina Ricci, Carolina Herrera, Prada, and Paco Rabanne in the United States and Canada.