We suspected as much when Matt LeBlanc successfully relaunched his television career but this new CK One campaign all but confirms it – the nineties are back, again.
For those who didn’t come of age during the era of cargo pants, Pog, middle parts and New Radicals, CK One was/is an iconic unisex fragrance that was first endorsed by Kate Moss and Mark Wahlberg in 1994. Seventeen years and one campaign reboot later and CK One has relaunched as a lifestyle collection (fragrance, underwear and denim) with a gaggle of new ambassadors including Lara Stone, Alice Dellal, Pixie Geldof, Sky Ferreira, Ruby Aldrige and Australian models Bambi Northwood-Blyth and Abbey Lee Kershaw.
Directed by Steven Meisel (who helmed the first campaign in ’94) the new spot updates the original’s monochromatic pretty-young-things vibe with higher production values and dubstep bass wobbles.
Explains CK Calvin Klein Global Creative Director Kevin Carrigan: “We worked with Steven Meisel, who shot the original campaign for the launch of the CK One fragrance in 1994. Mark and Kate were just young kids then and we wanted the same feel. We wanted to show how diverse the collection is when worn by different people, so we took one jean, one shirt, a great grey T-shirt; classic American basics, and gave them to these cool kids.”
Related…
