Behind the scenes of the new CK One campaign

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Text: Renée Batchelor

It's been 24 years since Calvin Klein introduced its first ads for CK ONE and they're back with a new campaign featuring a host of international models. Directed by Zal Batmanglij and photographed by Willy Vanderperre, take a look behind the scenes

We distinctly remember the first ads for CK ONE in 1994 when they first hit the glossies. Magazines were well-loved and well-read, grunge was in and Kate Moss was the model du jour. Along with other big names like Trish Goff, Stella Tennant and Jenny Shimizu, the men and women in these ads represented diverse faces and androgynous appeal, and a certain universality thanks to the normcore styling that would not look out of place today. Shot by Steven Meisel, these images, and the unadorned, almost aggressively simple flaçon of CK ONE would become symbols of the '90s grunge aesthetic, even in perfumery.

So how would they update the campaign for millenials? The director Zal Batmanglij follow the cast's individual journeys and coming-of-age moments to capture the angst, romance and small, yet special moments that make up modern life. "When CK ONE originally launched in 1994, it helped redefine the boundaries of the modern fragrance because it blurred societal, gender boundaries and offered a freedom from convention and the status quo, a breaking of rules," said Simona Cattaneo, chief marketing officer of Coty Luxury. "The reinvention and renewal of this milestone continues to define contemporary times." Looking at these images, we can't help but feel that the spirit of youthfull rebellion doesn't really change.


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