CALVIN KLEIN WOMEN, the first fragrance developed under the vision of Chief Creative Officer, Raf Simons has come to life in airports worldwide with a series of ‘pop-ups’ to mark the launch in duty-free.
The CALVIN KLEIN WOMEN campaign features Lupita Nyong’o and Saoirse Ronan. Award-winning actors and voices of their generation, both women are universally recognised for their unique talent, creativity, intelligence and strength of character.
Directed by artist Anne Collier, the campaign champions iconic women and celebrates heroines of contemporary culture. Lupita and Saoirse are featured in the print campaign, in a pair of striking and direct portraits, positioned next to chosen figures from the past who have inspired them – icons of femininity that have shaped their identities, as creatives, and as women. Lupita is featured next to singer and multi-dimensional performer Eartha Kitt and celebrated American actor Katharine Hepburn, and Saoirse is featured with award-winning actor Sissy Spacek and award-winning singer and civil rights activist Nina Simone.
The ‘pop-up’s’ striking design features giant cut-outs of the campaign’s contemporary heroines, Lupita and Saoirse. The eye-catching flacon with its graphic oversized disc-shaped cap, a canvas for a photographic print by Anne Collier is also showcased in a giant cut-out.
Furthermore, to bring the campaign concept to life, the shopper is invited to participate in a digital activation, choosing from six of the CALVIN KLEIN WOMEN icons to become part of the #IAMWOMEN campaign. The shopper selects their icons and takes a selfie to receive their own tailor made campaign visual.
The activations have been live in airports worldwide since September and will run through October.
