Calvin Klein has always been pretty ahead of the game when it comes to gender issues. In the 1990’s they debuted a young Kate Moss with her boyish figure and the world loved it. Now, 20 years on, they are debuting the first ever ‘gender-free’ fragrance.
Following on from the iconic 90’s fragrance, CK One, CK2 “celebrates the idea that not every relationship needs labels.”
The brand are calling CK2 a “new gender-free scent that embodies the thrill of life and celebrates the diversity of connections between 2 people.” See the advertising campaign here:
Shot by renowned photographer Ryan McGinley, the advert features four stories that fold into one another in unexpected ways.
Calvin Klein say that where their CK One fragrance captured the voice of Generation X, CK2 embodies the principles of the millennial generation, which they outline as: “Authenticity and substance, real and alluring dualities and tensions, unapologetic pursuit of passions, and strength in simplicity to make for bold statements.”