Calvin Klein launch new unisex fragrance CK2
By Nick Byam
CK2 is the new gender-free fragrance from Calvin Klein.
Continuing to push the gender boundaries as previously with the Calvin Klein Jeans campaign image from last year featuring same sex couples and now with the arrival their latest unisex scent.
The CK2 fragrance embodies the thrill of life and celebrates the diversity of connections between two people. Opening with an unexpected spice of wasabi flavour deepened by an underlying note of magnetic, creamy warmth, the strikingly fresh top note comes alive with body heat contact.
The minimalist and transparent bottle is housed atop a solid cap that also serves as a unit to maintain the bottle upside down, both the bottle and cap go beyond the classic fragrance bottle to create two pieces perfectly in-sync and connected to each other, much like the connection of two people.
CK2’s groundbreaking advertising campaign was shot by photographer Ryan McGinley, whose controversial and real vision perfectly complements the spontaneity and thrill of the fragrance.
The advertising creative features four stories that fold into one another in unexpected ways, creating authentic echoes between glances and the kind of lust or attraction couples can provide.
Against the backdrop of urban and natural settings, four couples, both opposite and same-sex, play out the free-spirited, raw and passionate narratives of today’s youth.
We’ve been given an exclusive behind the scenes video from the ad’s shoot, featuring male models Kyle and Dakota. Check it out below:
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