NY-CALVIN-KLEIN
1.7.2021 14:38:07 CEST | Business Wire | Press release
Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH], and Calvin Klein Fragrances, a division of Coty Inc. [NYSE: COTY], today revealed the worldwide global advertising campaign for Calvin Klein Defy , a new men’s fragrance featuring award-winning actor Richard Madden as the face of this new chapter within the Calvin Klein fragrance portfolio. The fragrance and campaign embrace a journey of defiance while exploring authentic truths and the contrasts within.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210701005525/en/
The campaign features Madden in a series of vulnerable, self-reflecting and authentic moments that culminate into a courageous leap of faith, a symbolic metaphor for personal defiance and daring to take risks. The accompanying still visual translates the powerful essence of the campaign featuring Madden seated on a rooftop with a rebellious stare in iconic Calvin Klein jeans and a timeless Calvin Klein white t-shirt. The advertising campaign will be featured globally and supported by digital, social, print and TV.
“It’s been an exciting opportunity to partner with Calvin Klein on this new launch for Calvin Klein Fragrances,” said Madden. “Making the Calvin Klein Def y campaign was an amazing experience; I’m excited about this partnership and our work together.”
The Calvin Klein Defy fragrance features a daring contrast of invigorating freshness and powerful woods. Crafted by Anne Flipo, Master Perfumer, and Senior Perfumers Pascal Gaurin and Loc Dong of IFF, the fragrance defies expectations and evokes the ethos of the campaign opening with an addictive blend of citrus highlighted by crisp Bergamot and fresh Lavender Absolute. The heart of the fragrance and star ingredient, Vetiver Oil, is responsibly sourced from Haiti, and provides a vibrant earthiness and irresistible rugged texture that compliments a rich and alluring base of Amber notes.
The masculine and woody fresh scent is captured in a modern and minimalist glass bottle carved with curved rounded edges and sharp linear lines, representing the duality of vulnerability and courage on the path to defiance. The cap and carton pay homage to Calvin Klein jeans with a matte textured blue denim inspired embossed finish and striking silver branding.
Joanne Bletz, Senior Vice President Global for Calvin Klein Fragrances at Coty said, “We are hugely excited by the launch of Calvin Klein Defy. The creation of this new men’s fragrance, starring the award-winning actor Richard Madden, marks the next chapter in our partnership with the iconic fashion house. The fragrance and campaign embrace the spirit of pushing boundaries as personified through our Dare to Defy concept and celebrates the courageous leap of faith it takes to follow your convictions while acknowledging the vulnerability and courage to defy expectations. We are confident that Calvin Klein Defy , which encapsulates a renewed take on masculinity, self-reflection and defiance, will resonate with modern men across the world, driving further global demand for Calvin Klein fragrances.”
To celebrate the launch of Calvin Klein Defy , a branded tournament will take place on Twitch where consumers will have the opportunity to defiantly battle against top streamers for a chance to win prizes followed by a virtual afterparty.
Calvin Klein Defy is available starting today in select countries and will be available globally on a rolling basis.
About Richard Madden:
Golden Globe winner and Scottish actor Richard Madden is fast becoming one of Hollywood's most in-demand actors. Upcoming, Madden will be seen in Chloe Zhao’s Eternals in which he portrays the character ‘Ikaris’ opposite Angelina Jolie, Salma Hayek, Kumail Nanjiani, and Gemma Chan. The superhero film based on the Marvel Comics of the same name follows the saga of the Eternals, a race of immortal beings who lived on Earth and shaped its history and civilizations. The film is slated for release by Disney on November 5, 2021. Additionally, he is currently in production on the Russo Brothers’ CITADEL alongside Priyanka Chopra Jonas. The upcoming global thriller multi-series for Amazon Studios will feature interconnected, local-language versions of the story in several other countries.
About Calvin Klein, Inc.
Calvin Klein is a fashion lifestyle brand with bold, progressive ideals and a sensual aesthetic that is recognized worldwide. Our modern and minimalist approach to design, provocative imagery and authentic connection to culture has resonated with customers for over 50 years.
Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, we have built our reputation as a leader in American fashion through the distinct Calvin Klein brand lines and a licensed range of products. We were acquired by PVH Corp. in 2003. For more information, please visit www.calvinklein.com .
About COTY Inc.
Coty is one of the world’s largest beauty companies with an iconic portfolio of brands across fragrance, color cosmetics, and skin and body care. Coty is the global leader in fragrance, and number three in color cosmetics. Coty’s products are sold in over 150 countries around the world. Coty and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment. For additional information about Coty Inc., please visit www.coty.com .
ADVERTISING CREDITS:
Creative Agency: The Style Council
Still life photographer: Thomas Legrand
EDITORIAL CREDIT: Calvin Klein Defy
TVC: https://youtu.be/cPX33PuC9UA
SOCIAL MEDIA: #ckdefy
BRAND HANDLE: @calvinklein
View source version on businesswire.com: https://www.businesswire.com/news/home/20210701005525/en/
About Business Wire
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Beacon Acquires Haize Labs to Power AI for the Real Economy17.9.2026 16:30:00 CEST | Press release
Haize Labs leadership will anchor Beacon’s new applied AI research group, accelerating the deployment of AI across the essential businesses Beacon owns Beacon Software (Beacon), the first centralized AI holding company, today announced that it has acquired Haize Labs, an AI reliability company that tests and safeguards AI agents for real-world deployment. The Haize Labs team will join Beacon to form its Applied AI Research Group, with co-founder and CEO Leonard Tang joining as VP of AI Research to lead the AI operating system that is deployed across Beacon’s companies. Beacon believes that the fastest way to bring AI to the traditional economy is through the software businesses that essential industries already use and trust, equipping them with AI infrastructure. Beacon acquires these businesses for long-term growth and connects them to a centralized AI operating system that compounds with each additional acquisition and industry. The addition of the Haize Labs team will strengthen th
TIMELAB Develops OEM/ODM Hair Straightener Reaching 200°C at All Three Measured Points in 15 Seconds17.9.2026 16:00:00 CEST | Press release
Testing at 230 V with a 260°C setting confirmed at least 200°C after 15 seconds at all three measured plate locations (front, center and rear), not just a single point. TIMELAB Co., Ltd., a Japanese beauty-appliance OEM/ODM provider, has developed a hair straightener for OEM/ODM customization for international hair care brands and professional markets. In testing at 230 V with a 260°C setting, all three measured plate locations reached at least 200°C after 15 seconds. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260914187865/en/ Three-Point Plate Testing A European-market development unit with a maximum setting of 260°C was tested at 230 V. Fifteen seconds after power-on, readings at the front, center and rear were 212.5°C, 227.5°C and 200.0°C, respectively. From around 60 seconds onward, temperature differences among the three points narrowed, indicating a stable trend. Precision Temperature Control An NTC sensor inside t
Earnix Brings Agentic AI to the Decisions That Drive Insurance Performance17.9.2026 15:09:00 CEST | Press release
Agent Hub, part of Earnix AIOS, brings more than 25, insurance-specific agents and apps into Earnix’s governed pricing, underwriting, and customer decision solutions- improving workflows and business performance Earnix today announced the introduction of Agent Hub, a curated catalog of insurance-specific AI agents and apps within Earnix AIOS — the AI Orchestration System powering Earnix’s pricing and rating, underwriting, and customer engagement solutions. Agent Hub brings agentic AI directly into these solutions, enabling more intelligent workflows and strengthening the high-stakes decisions that shape pricing, underwriting, customer engagement, growth, and profitability. In an increasingly turbulent insurance environment, the useful life of an insurance decision is getting shorter. Risk and market conditions are changing faster, making growth, profitability, and portfolio performance harder to manage. AI is increasing the speed and scope of what insurers can analyze, recommend, and i
Medisca Launches Global Peptide Division17.9.2026 15:07:00 CEST | Press release
New division brings API-grade peptides and Medisca’s quality-first pharmaceutical expertise to a rapidly evolving area of personalized medicine Medisca today announced the launch of Medisca Peptides, a dedicated global division focused on expanding access to API-grade peptides and building an integrated peptide platform for pharmaceutical and personalized medicine markets worldwide. As the peptide landscape evolves, Medisca is proactively building the capabilities and infrastructure needed to support API-grade peptides within applicable regulatory frameworks. The launch represents a significant long-term commitment to peptides, including the expansion of Medisca’s portfolio, strategic manufacturing relationships, and the pharmaceutical infrastructure needed to support the category’s growth. It also signals Medisca’s ambition to become a leading force in the next generation of peptide innovation. For Medisca, the opportunity is familiar. More than 35 years ago, the company was founded t
Elliptic Launches Its Decode Agent to Answer On-Chain Risk Questions and Shows Its Work17.9.2026 15:00:00 CEST | Press release
Hours of tracing, answered in seconds, with the evidence attached Elliptic, the global leader in on-chain risk, today launched Decode, an AI agent built on Elliptic’s intelligence platform. The Decode agent answers natural-language questions about cryptoasset addresses and their exposure in seconds, and returns the evidence behind every answer. Compliance and investigations teams need answers to questions nobody planned for. Getting them out of the data is now a specialist skill, so the questions wait for someone who has it, or go unasked. Meanwhile illicit actors move at machine speed, and agents are starting to sit on both sides of a payment. General-purpose AI assistants can produce an answer. They cannot show where it came from. A fluent response with nothing behind it cannot be put in front of a second-line reviewer, an auditor, or a regulator. “The market is full of AI that asks to be trusted. That is not good enough when someone asks how you reached a decision,” said Jackson Hul
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom