CK One celebrates 30 years of defining youth culture

In 1994, Calvin Klein redefined the fragrance industry with the launch of CK One, a scent that transcended boundaries, celebrated individuality, and encapsulated the essence of youth. 

Today, as CK One turns 30, the brand celebrates with the release of an intensified, premium version of the original, with a fresh campaign, directed by Alasdair McLellan with colour grading by Jamie Noble and finishing by Studio RM. 

As one of the first unisex beauty products to ever be released, CK One broke the conventional gender and societal norms of its industry. The original campaign, shot in stark black and white, featured an eclectic cast of misfits, moody lovers, and models who stood apart from the perfectly curated images of the 90s runways. They were bold, fluid, and unapologetically themselves, embodying the very spirit of Calvin Klein.

Three decades later, Calvin Klein and McLellan’s reinterpretation showcases a new generation of unique faces who embody the same playful, rebellious spirit that Calvin Klein has always championed. Against the backdrop of New Order’s iconic synth anthem Blue Monday, the film pulsates with the energy and sensuality that have defined Calvin Klein for over 30 years. With a partnership spanning over eight years, McLellan and Noble craft a high-contrast, black-and-white look that is synonymous with the Calvin Klein brand. A bold, fresh look that continues to embody Calvin’s spirit of youthful rebellion.