ck one Launch Campaign Features Lara Stone

CK1 2011 RTW

Photo courtesy of Calvin Klein

Do not adjust your screens: One of the new Steven Meisel-shot ck one ads.

ck one has big things in store for its new lifestyle line.

To celebrate its foray into jeanswear, underwear and swimwear, the label is launching a global multimedia advertising campaign which will be fully revealed on March 1 in what it is its largest digital venture to date.

Famed lensman Steven Meisel shot the campaign's film imagery, which features an eclectic, genetically blessed cast including Calvin Klein favorite Lara StoneAbbey Lee Kershaw, It Brits Pixie Geldof and Alice Dellal, musician Cassie Ventura, boxer Robert Evans, and models from all over the globe.

CK1 2011 RTW

Photo courtesy of Calvin Klein

All for one: Calvin Klein's international cast of characters.

"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, in a press statement. 

"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.”

The gritty, street-wise shoot will be featured on LED billboards and in magazines worldwide, while interactive features will allow fans of the brand to watch cast videos, download exclusive content via custom mobile apps, and create their own videos, which will be added to the campaign. In keeping with the international theme, the newly launched will be available in 11 different languages.

"This is an important global multi-product launch and represents the company's largest digitally focused campaign to date," adds Tom Murry, president and CEO of 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."