Calvin Klein has added some color to its popular ‘X’ line of men’s underwear, but they’re sticking with the poster boys who got them some attention in the first place.
CKU’s fab four — Kellan Lutz (Twilight), Mehcad Brooks (True Blood), tennis player Fernando Verdasco and soccer player Hidetoshi Nakata — are back with a new series of promos wearing the ‘X’ boxer-briefs in some bold new hues for fall. We first saw the lads back in March, and it doesn’t look their BMIs have budged since.
(However, methinks Mehcad drew the short straw this time around. Would anyone really wear bright yellow briefs?)
Save on Calvin Klein Underwear styles here!
CKU has a website devoted to its ‘X’ line, where you can see more and even upload your own videos of your hunky BF in his Xes. Or something like that. Check it out at Xmarkyourspot.com.
Expect to see a lot of Zoe Saldana this fall.
Calvin Klein is planning one of its biggest product launches ever for the fall women’s collection of Envy lingerie, with Avatar actress Zoe Saldana as its face and figure.
Zoe’s Envy campaign will roll out in September in a multi-million-dollar ad blitz timed to coincide with the publication of fall fashion magazines.
CK’s Envy line includes five bras: a triangle, an air push-up, a plunge bra, a tailored demi-bra and a lace demi.
Our question for the Na’vi temptress: do the Envy bras go well with blue?
Here are some early images from the print campaign.
Actress Zoe Saldana, best known as Neytiri in James Cameron’s Avatar, is trading in the blue bodypaint for some swish new undies.
Saldana today became the latest celeb to model Calvin Klein Underwear for the iconic label’s fall/winter 2010-11 collection.
In the promotional photo for CKU’s new Envy lingerie line, shot by photographer Mikael Jansson, Saldana strips off her Na’vi blue skin and slips on a sexy lace number. The actress, of Puerto Rican and Dominican roots, joins other celeb spokesmodels in the CKU stable, including actor Kellan Lutz and sultry actress/bombshell Eva Mendes.
The Envy collection consists of sensual lingerie that creates a more revealing silhouette while providing minimal coverage for a sleek and sexy look. A few pieces from the Envy line can already be found online at cku.com.
There’s no doubt that her fiancée Keith Britton is not surprised that beautiful Zoe was tapped to be the latest bod to front CK’s new collection, and it seems that Chief Creative Officer of Calvin Klein, Bob Mazzoli, also shares similar sentiments: “Zoe brings the campaign to life, and her universal appeal will enable us to continue to expand our dialogue with our consumers worldwide.”
Always looking impeccably polished on the red carpet in designer duds (recently sporting a sleek Calvin Klein dress to the Met Costume Institute Gala), what did the star have to say of getting down to her skivvies for her new gig?
“Calvin Klein has always put forth such beautifully executed campaigns. It’s very exciting for me to be associated with such an iconic, globally recognized brand like Calvin Klein Underwear.”
While we’ve been lucky enough to catch a glimpse of the 32-year-old’s sizzling new campaign (I swear, men all over the world are praising CKU right now), we’ll have to wait until October to see the rest of the ads on billboards and in magazines.
For the first time, the Calvin Klein men’s underwear campaign will feature four men to promote the new Calvin Klein ‘X’ line, launching Spring 2010.
The four hunky men come from various backgrounds including two American actors, Kellan Lutz of Twilight fame and Mehcad Brooks of the hit show True Blood, and two international sports stars, Spanish tennis player Fernando Verdasco and Japanese soccer player Hidetoshi Nakata.
Calvin Klein’s new ‘X’ line features two innovations for optimal comfort and fit: cotton modal and microfiber. Modal provides softness while cotton allows for breathability and comfort; microfiber is a luxurious fabrication. Both styles have stretch that allow for movement while featuring two different-colored logo waistbands for distinction — red for microfiber and blue for cotton. All waistbands have a large ‘X’ on the front, and of course, the iconic logo in bold proportions.
To add further dimension to the advertising campaign, Calvin Klein has created a micro-site specifically for the launch of Calvin Klein ‘X’ entitled xmarkyourspot.com. Visitors can learn more about the CKX launch, browse material and videos of the models and get an exclusive behind-the-scenes look at the promotional photo shoots.
Robert Mazzoli, chief creative officer of Calvin Klein underwear stated: “We’re excited to be presenting the latest evolution in communicating Calvin Klein underwear’s iconic brand image by using four distinct personalities and leveraging them across a range of media in a bold, engaging, and fun way.”
Not only is the new advertising campaign a great, innovative way to reach out to the mass public, it doesn’t hurt that the four men featured in the campaign are pretty easy on the eyes. Sigh. Well ladies, at least we have our own ‘real life’ men to model the underwear … right?