NEW YORK–(COMMERCIAL THREAD) – 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 global advertising campaign for Calvin Klein Defy, a new men’s fragrance featuring award-winning actor Richard Madden as the face of this new chapter in the Calvin klein perfume portfolio. The scent and the countryside embrace a challenging journey while exploring the authentic truths and contrasts within.
The campaign features Madden in a series of vulnerable, self-reflective, and genuine moments that culminate in a courageous leap of faith, a symbolic metaphor for personal defiance and daring to take risks. The accompanying visual conveys the powerful essence of the campaign featuring Madden sitting on a rooftop with a rebellious look in 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 media and television.
“It was an exciting opportunity to partner with Calvin Klein on this new launch for Calvin Klein Fragrances,” Madden said. “Do the Def Calvin Kleiny campaign was an incredible experience; I am excited about this partnership and our collaboration.
The Calvin Klein Defy The scent presents a bold contrast of invigorating freshness and powerful woods. Conceived by Anne Flipo, master perfumer, and senior perfumers Pascal Gaurin and Loc Dong of IFF, the fragrance defies expectations and evokes the ethics of the opening of the campaign with an addictive blend of citrus underlined by crunchy bergamot and the absolute of fresh lavender. The heart of the fragrance and the star ingredient, vetiver oil, is responsibly sourced from Haiti and offers a vibrant earthy texture and an irresistible robust texture that complements a rich and alluring 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 cardboard pay homage to Calvin klein Jeans with an embossed finish inspired by matte textured blue denim and a striking silver branding.
Joanne Bletz, Senior Vice President Global for Calvin Klein Fragrances at Coty said: “We are extremely excited with the launch of Calvin Klein Challenge. The creation of this new masculine scent, starring 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 the limits as personified by our Dare to Defy concept and celebrate the courageous leap of faith it takes to follow your convictions while recognizing vulnerability and the courage to challenge. expectations. We are convinced that Calvin Klein Defy, which encapsulates a renewed vision of masculinity, self-reflection and defiance, will resonate with modern men around the world, boosting global demand for Calvin Klein fragrances.
To celebrate the launch of Calvin Klein Defy, a branded tournament will take place on Twitch where consumers will have the opportunity to challenge themselves against the best streamers for a chance to win prizes followed by a virtual afterparty.
Calvin Klein Defy 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. Upcoming, Madden will be seen in Chloe Zhao’s Eternals in which he plays the character “Ikaris” opposite Angelina Jolie, Salma Hayek, Kumail Nanjiani and Gemma Chan. The Marvel comic book-based superhero film of the same name follows the saga of the Eternals, a race of immortal beings who lived on Earth and shaped its history and civilizations. The film is slated for release by Disney on November 5, 2021. In addition, 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 sultry aesthetic that is recognized around the world. Our modern and minimalist approach to design, our provocative images and our authentic connection to culture have resonated with our clients for over 50 years.
Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, we have built our reputation as a leader in American fashion through the distinction Calvin klein brand lines 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 perfumes and number three in color cosmetics. Coty’s products are sold in more than 150 countries around the world. Coty and its brands are involved in various social causes and seek to minimize their impact on the environment. For more information on Coty Inc., please visit www.coty.com.
Creative Agency: Le Conseil du Style
Still life photographer: Thomas Legrand
EDITORIAL CREDIT: Calvin Klein Defy
SOCIAL MEDIA: #ckdefy
BRAND HANDLE: @Calvin Klein