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
Lattice to Showcase Industry-Leading FPGA Innovations at FPGA Conference Europe 202616.6.2026 22:00:00 CEST | Press release
Lattice Semiconductor (NASDAQ: LSCC), the low power programmable leader, today announced its exhibition plan for the upcoming FPGA Conference Europe. Lattice will participate in various speaker sessions to showcase how low power FPGAs are driving innovation across multiple sectors. The company will also demonstrate its latest FPGA technology advancements in physical AI, advanced connectivity, security, and more. Who: Lattice Semiconductor What / When (GMT+2): June 30 – July 2: Lattice Presentations & Demo Showcase Speaker sessions: Day 1 – 3 Speaker Sessions: Lattice FPGA deep dive sessions spanning physical AI, advanced connectivity, security, and design tools Date Time Session June 30 9:45 a.m. FPGA Verification and Testing by Arrow 11:15 a.m. Trusted Resilience Edge: Unified FPGA-TPM for Post-Quantum Cryptography RED & Cyber Resilience Act 12 p.m. SIPHashIP for Embedded Security: Enabling RED Compliance and CRA Readiness in Smart AR/VR Systems 2:15 p.m. Foundations of FPGA Security
IQM Deploys Its First U.S. Quantum Computer at Oak Ridge National Laboratory16.6.2026 20:53:00 CEST | Press release
Pathfinder, a 20-qubit IQM Radiance system, is now operational at the home of Frontier, the world's most powerful supercomputer for open science. It’s ORNL's first commercially procured quantum computer and IQM's first system on U.S. soil. It will be connected to high-performance computing systems in the National Center for Computational Sciences Technology Integration Group's test bed. ORNL owns and operates the system on its own campus. IQM's deployment model gives customers direct ownership and control of their quantum infrastructure, including the IP. IQM has sold 23 full-stack quantum systems worldwide, more on-premises systems than any other manufacturer. The deployment expands IQM's commercial presence in the United States ahead of its planned Nasdaq listing through its merger with Real Asset Acquisition Corp. (Nasdaq: RAAQ). The Department of Energy's Oak Ridge National Laboratory (ORNL) today launched Pathfinder, the first commercially procured quantum computer at ORNL, built
Hologic Secures Significant Patent Victory Against Siemens Over Breast Cancer Detection Technology16.6.2026 19:00:00 CEST | Press release
Court orders Siemens to halt production and recall and destroy products across Germany, France and the Netherlands Hologic, Inc. today announced a significant and far-reaching victory in the Unified Patent Court (UPC) in Germany, which ruled that Siemens* infringed upon a critical Hologic mammography technology patent in Siemens’ latest mammography system. The court imposed a sweeping injunction, immediately prohibiting Siemens from making, offering, placing on the market, using or importing or storing for those purposes its MAMMOMAT B.brilliant systems across Germany, France and the Netherlands, as well as monetary damages and penalties for non-compliance. The court also required Siemens to execute a mandatory recall and destruction of all affected systems in those countries. On June 10, 2026, the UPC determined that Siemens infringed upon European Patent EP 2 352 431, Hologic’s Focusing Technology on the Envision™ Platform, the first FDA-approved mammography innovation of its kind.1
RealTime Reservation Acquires STAY to Create Leading Global Guest Experience Platform Serving 2,000+ Properties Across 75+ Countries16.6.2026 18:30:00 CEST | Press release
Wavecrest Growth Partners invests to enable combination and support growth of the combined company RealTime Reservation (RTR), the industry leader in dynamic hospitality booking technology for onsite activities, amenities, and ancillary revenue management, today announced its acquisition of STAY, creating a global end-to-end guest experience platform for the hospitality industry. The combined company will serve more than 2,000 hospitality properties across 75+ countries throughout North America, Europe, Latin America and the Caribbean. The combination significantly expands RTR's international footprint and strengthens its position as a leading provider of guest engagement, ancillary revenue, and guest experience technology. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260616258776/en/ Pictured: RealTime Reservation's dynamic booking interface allows hotel guests to select and reserve pool and beach amenities by location, d
Happy Holidays S.A. and JTA Investment Holding Announce €65 Million Investment for SARTIMARE Tourism Development in Greece16.6.2026 17:42:00 CEST | Press release
Happy Holidays S.A. today announced the signing of an Investment Agreement with Qatar-based JTA Investment Holding for the development of the sustainable SARTIMARE Beach Resort & Spa project in Sarti, Halkidiki, Greece. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260616892834/en/ Dr. Amir Ali Salemi Zadeh, CEO of JTA Investment Holding and Georgios Iosifidis, Founder & Owner of Happy Holidays S.A. Under the agreement, JTA Investment Holding will invest €65 million into the development. The project will be built on a site of approximately 120,900 square meters, with construction scheduled between 2027 and 2030. Designed with a strong commitment to environmental responsibility, the SARTIMARE project will feature luxury hospitality facilities, premium residences and villas, wellness amenities, retail, food & beverage outlets, and marina infrastructure. The project's valuation is expected to exceed €100 million as key develop
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