Fashion brand Calvin Klein has launched a gender-free fragrance CK2 with an accompanying TVC directed by Ryan McGinley.The perfume is not gender-neutral or unisex, it’s gender-free.
The fragrance was created by perfumer Pascal Gaurin of IFF in collaboration with Ann Gottlieb. It’s described as balancing “electric freshness with magnetic warmth” with a hit of wasabi, floral notes and the ‘essence’ of wet cobblestones.
The perfume formulation designed to capture “the thrill of life and celebrate the diversity of connections between two people”.
A diverse line-up of models were cast for the campaign: twins Baylee Soles and Kelsey Soles, Luka Sabbat, Erin Eliopulos,Sung Jin Park, Victoria Brito, Dakota Garrett and Kyle Mobus.
CK2 with launch at international airports in December, followed by a full launch in February 2016. CK2 fans are invited to join in with the launch using the hashtag #the2ofus.
