BERLIN & NEW YORK, Jul 7, 2010 / — In a press conference held in Berlin, Germany today, Calvin Klein Underwear announced that actress Zoe Saldana will headline the women’s Fall 2010 Calvin Klein Underwear global advertising campaign.
Shot by renowned fashion photographer Mikael Jansson in New York City, the The Fall 2010 Calvin Klein Underwear media campaign will be comprised of a strategic mix of print, digital, and outdoor advertising timed to coincide with October 2010 magazine issues.
Commenting on her new role, Zoe Saldana said, “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.”
Best known for her role as Lt. Nyota Uhura in the reboot of sci-fi classic “Star Trek”, Zoe Saldana captured the attention of moviegoers as Neytiri in “Avatar,” the highest grossing film of all time. She was recently seen on the big screen on “Death at a Funeral” and “The Losers.”
Ms. Saldana has a long-standing relationship with the house of Calvin Klein and is frequently wardrobed by Calvin Klein Collection. Most recently, she has been wardrobed by the brands’ award-winning Women’s Creative Director, Francisco Costa, for the 2010 CFDA Fashion Awards, the 2010 Costume Institute Benefit at the Metropolitan Museum of Art, and at last month’s amfAR’s Inspiration Gala, among other personal appearances.
The Fall 2010 global advertising will feature Calvin Klein Underwear’s Envy range, the latest collection from Calvin Klein Underwear.
Calvin Klein Underwear Envy is a new line of lingerie designed to create a more revealing silhouette. The introduction of Calvin Klein Underwear Envy completes the Calvin Klein Underwear Coverage Level System.
In this revolutionary new shopping system, Calvin Klein Underwear bras are now identified by three distinct levels of coverage. Each level is differentiated by cup coverage, as well as strap and band width. Envy is Coverage Level 1, with the most minimal level of coverage for a sleek, sexy look.
Perfectly Fit is Coverage Level 2 and provides mid-level coverage for classic comfort. Seductive Comfort, positioned at Coverage Level 3, offers the most coverage and support.
“We are excited to have Zoe Saldana as the face of Calvin Klein Underwear, and Calvin Klein Envy, our new product launch,” said Bob Mazzoli, Chief Creative Officer of Calvin Klein Underwear. “Zoe brings the campaign to life, and her universal appeal will enable us to continue to expand our dialogue with our consumers worldwide.”
IMAGE CREDIT: © 2010 Mikael Jansson