Fragrance's final frontier: Calvin Klein celebrates gender fluidity

Fragrance's final frontier: Calvin Klein celebrates gender fluidity


Site: Anna McClelland

Cementing its status as the fragrance industry's agent provocateur, Calvin Klein's new juice is defiantly "gender free"

CK One caused a stir when it launched in 1994 - one of the first unisex fragrances (and by far the most mainstream), it challenged widely held assumptions about perfume and what a man or a woman could and couldn't smell like.

Two decades later and the notion of a unisex fragrance has become particularly relevant, in light of growing discussions of gender fluidity and all that encompasses, from bisexuality to transgender awareness. Calvin Klein has recognised the shift and intends to celebrate it with the launch of ck2, a new "gender-free fragrance for a man or a woman, without prejudices, to unite and create an experience that can be shared together in love, lust and friendship," Vincent Brun, vice president of global marketing for Calvin Klein Fragrances and Cosmetics at Coty Inc, which holds the Clavin Klein fragrance license, told WWD.

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A woody yet fresh blend of unusual notes like wasabi, mandarin, violet leaf absolute, wet cobblestones and incense, the EDT is housed in a statement glass cylinder and will come in three sizes. It launches globally in February 2016, but if the current hype is anything to go by, it will be worth the wait - and we can't wait to see who fronts the campaign.

Fragrance's final frontier: Calvin Klein celebrates gender fluidity (фото 1)

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