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
Experian Marks a Breakthrough in Consumer AI with the Next Evolution of Its Virtual Assistant16.3.2026 11:00:00 CET | Press release
Smarter, more adaptive assistant advances personalized, conversational financial guidance powered by trusted data Experian today unveiled the next evolution of the Experian Virtual Assistant, EVA™, a significant advancement in its Consumer First AI strategy that expands personalized, conversational financial guidance to millions of consumers. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260316538160/en/ Experian today unveiled the next evolution of the Experian Virtual Assistant, EVA™. “This next generation of EVA reflects the direction of our consumer AI strategy,” said Debbie Hsu, Executive Vice President of Product, Experian Consumer Services. “We are bringing together conversational AI, personalization, and our trusted data foundation to deliver guidance that is intuitive, relevant, and actionable. Our focus is on helping consumers make smarter financial decisions in ways that feel simple and empowering.” Built to scal
Triton Partners Successfully Closes Fund 6 at €5.5 Billion Target16.3.2026 08:00:00 CET | Press release
Triton Partners today announces the successful close of its sixth flagship mid-market fund (“T6” or “the Fund”) on target at €5.5 billion, the largest fund to date for Triton. The Fund has raised capital from new and existing investors globally, underscoring the continued confidence of Limited Partners in Triton’s European mid-market strategy and the Firm’s ability to build better businesses. Triton’s Mid-Market buyout (TMM) strategy focuses on its core sectors of industrial technology, business services and healthcare. As a responsible owner of choice, T6 will invest where its market and investment insights provide an edge, positioning the firm to capitalise on attractive opportunities, supported by the Accelerator Unit, Europe’s largest value creation team. T6 seeks to maintain the strong performance of previous funds, all having achieved top quartile returns. Reflecting this consistent track record, Triton was recently named as one of three European managers in the HEC global univer
Syngenta deepens research capabilities with QuantumBasel partnership16.3.2026 08:00:00 CET | Press release
At the World Agri-Tech Innovation Summit, Syngenta, a global leader in agricultural innovation, today announced it is exploring how quantum computing can help farmers meet the growing demands of food production in a changing climate. The company has partnered with QuantumBasel, Switzerland's first commercial quantum computing hub, to apply quantum technologies to agricultural research and development. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260316646014/en/ Ion trap, which uses electromagnetic fields to confine and control ions for use as quantum bits (qubits). Farmers worldwide face mounting pressure to produce more food sustainably amid unpredictable weather and evolving pest and disease challenges. Meeting these demands requires new scientific approaches that go beyond what classical computing can deliver, particularly when it comes to understanding the complex molecular and biological systems that underpin crop sc
NTT DATA Launches GCC Innovation Acceleration Program to Support Innovation Creation by Global Companies16.3.2026 04:30:00 CET | Press release
NTT DATA, a global leader in AI, digital business and technology services, today announced the launch of its GCC Innovation Acceleration Program. This is designed to support global companies rapidly establishing and scaling their strategic offshore hubs in India, including Global Capability Centers (GCC) and other innovation and delivery hubs. Launched in October 2025, the program aims to support more than 50 companies over the next three years. The demand for highly skilled IT personnel has expanded globally, and as a result, companies are increasingly using overseas bases to meet innovation needs. NTT DATA identified India as a stand-out market to launch the GCC Innovation Acceleration Program because of its abundance of talent and strong technical capabilities. India’s Global Capability Center ecosystem, delivering IT services and back-office functions to multinationals, is poised for strong growth of nearly 70%, targeting $110 billion in 2030 from the current $65 billion, according
OXMIQ Labs and AM Intelligence Labs Partner to Architect One of the World’s Largest Renewable-Powered AI Compute Platforms16.3.2026 01:50:00 CET | Press release
Optimizing from photons to outcomes. Powered by 100% renewable energy. OXMIQ Labs (“OXMIQ”), the GPU architecture and AI technology company founded by Raja Koduri, today announced a strategic technology partnership with AM Intelligence Labs, a business division of AM Group, to provide data center and system infrastructure advisory for AM Intelligence Labs' 2 GW AI Compute Capability by 2030 with initial 1 GW AI Compute Hub in Uttar Pradesh, India. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260315355703/en/ OXMIQ and AM Intelligence Labs are building one of the world's largest renewable-powered AI compute platforms - 2 Gigawatts by 2030, Phase 1 online in Noida, India by 2027. AM Intelligence Labs is a strategic business division of AM Group, parent of Greenko, India's largest green energy producer with 50 GW of renewable capacity across solar, wind, and hydro, backed by 100 GWh of intelligent energy storage and supplying
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