10 March 2011

MTV + Calvin Klein!


They are two of the most ubiquitous brands in America; Calvin Klein and MTV – and now they are getting together. The plan is, that ck one will become the exclusive sponsor of MTV Push, which is a global music talent search owned by the network. From now on, there will be a ck one presence at all MTV Push events, from Berlin, to London, Beijing and Mexico City. These events will then be filmed for MTV as well as the Calvin Klein website.

It’s all been inspired by this uber cool ad for the fragrance that has been shot by superphotographer, Steven Meisel with Lara Stone and her gang of fit model friends and harks back to the Nineties, when ck1 was launched to a fan frenzy with the too-cool-for-school black and white ads which starred a very fresh faced Kate Moss drawling the slogan; 'CK1 - the only one'

The set for the shoot, a white box, (or a version of it) will be set up at all the MTV Push events and all the young whippety things will be able to preen and pose to their hearts content within it. Hopefully, Calvin Klein will be able to scout for the next generation of hawt, pouty young teens and twenty-somethings to model for them among the musical hopefuls. Fabulouso! 


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