Calvin Klein Women is the first Calvin Klein fragrance developed under the vision of Chief Creative Officer Raf Simons. The campaign for this woody floral fragrance features actors Lupita Nyong’o and Saoirse Ronan.
Directed by artist Anne Collier with creative direction from Lloyd & Co., the 2018-2019 campaign unfolds into a series of vignettes that provide a glimpse into Lupita Nyong’o’s and Saoirse Ronan’s creative inspirations. The commercial follows both women as they reflect on and embrace figures from the past that have inspired them. Viewers see Saoirse playing a Nina Simone record and sharing admiration for Sissy Spacek, while referencing her on the cover of a vintage magazine, while Lupita draws inspiration from beautiful collaged photography of Eartha Kitt and Katharine Hepburn, as she works on a script.
The intimate apartment settings serve as the perfect backdrop to follow Lupita and Saoirse as they draw from these iconic women, to help write themselves – and define modern femininity:
“You can be whatever type of woman you want to be” – Saoirse Ronan
“You can be an individual but still be a part of something bigger than yourself” – Lupita Nyong’o.
The light pink-hued fragrance builds around three core ingredients – fresh eucalyptus acorns, delicate orange flower petals and rich Alaskan cedarwood.
“In this campaign, Anne Collier brings to life a powerful narrative of confidence and self-expression, celebrating the profound inspiration women draw from one another. The support of this bond empowers a great sense of freedom,” shared Raf Simons, Chief Creative Officer, Calvin Klein. “The authenticity, vibrancy and strength of Lupita Nyong’o and Saoirse Ronan shine through as strong and beautiful voices of a new generation of modern femininity.”
“With the launch of Calvin Klein Women, our goal is to make the message inclusive and inspiring. To do that we broke with tradition — from the distinct fragrance and packaging, to the campaign creative featuring Lupita and Saoirse and the icons that inspire them. We also want to know who inspires women around the world, so we’ve created a digital call-to-action using #iamwomen to celebrate the individual and the collective.” said Simona Cattaneo, Chief Marketing Officer, COTY Luxury. “Partnering with Raf and Anne Collier to bring the Calvin Klein Women vision to life has been an incredible journey and we are excited to finally share it with the world and invite women to join this inspiring and empowering conversation.”
The perfume flacon is redolent of a timeless femininity, with an ergonomically rounded shape in weighted glass and silver collar and pump, drawing on traditional fragrance archetypes. It simultaneously disrupts aesthetic codes and respects traditions – the graphic, oversized disc-shaped cap designed in collaboration with Raf Simons, a canvas for a photographic print by Anne Collier.