Calvin Klein is launching a new fragrance, and it comes with a fashion collection. The lifestyle powerhouse brand is poised to expand its longstanding, unisex ‘CK One’ fragrance pillar with the introduction of ‘CK Everyone,’ an eco-conscious scent made using naturally-sourced ingredients. An accompanying genderless clothing collection spanning separates such as jeans, hoodies, t-shirts and underwear, is set to follow later this season. With these new launches the brand clearly targets the next generation of consumers.
Created by the perfumer Alberto Morillas, CK Everyone boasts a vegan formula containing 79% naturally-derived ingredients. It is formulated with naturally derived alcohol, is vegan, recyclable, and comes in a folding carton that contains 30% post-consumer recycled materials. The citrus-themed scent includes notes of organic orange oil, blue tea accord and cedarwood.
Shot by Glen Luchford, the global advertising campaign stars a group of modern multi-hyphenates including musician and actor Eliot Sumner, skater and photographer Evan Mock, musician and makeup artist MLMA, rapper and dancer Priddy the Opp, and models Cara Taylor and Parker Van Noord.
Coinciding with the launch in North America, the brand is also opening a pop up store in New York City. Open to the public from Thursday, February 13 - Saturday, February 15, the I Love Everyone Of Me Pop-Up will allow visitors to explore and shop the new CK Everyone fragrance and CK One underwear and jeans. A dedicated fragrance room will allow visitors to discover the different fragrance notes while immersive photo moments play with the concept of individuality referenced in the ad campaign. Visitors will also have the opportunity to have their image projected on the brand’s famed Houston Street billboard during the duration of the activation.
CK One, which originally launched back in 1994, has garnered cult status in the fragrance world, and is known for its signature zesty scent, featuring green tea accord, mandarin orange, bergamot, and lemon notes, with a musk and amber base.