In honor of National Fragrance Day, CR looks back at the dreamlike footage of a very young Kate Moss for Calvin Klein’s first fragrance campaign under Raf Simons. The American house has released 250 archival images of the supermodel originally taken by Mario Sorrenti for its Obsession scent, which was released in 1993. The never-before-scene graphics mark the release of two new Calvin fragrances, Obsessed for Women and Obsessed for Men, which are both slated to launch in the U.S. on July 1st.
The new Obsessed scents are said to be modern interpretations of the 1993 classic. Back then, it was considered youthful, sexy, and wildly romantic—a clever marketing ploy heightened by the hiring of Moss and her then real-life boyfriend, Sorrenti. In the unveiling of archive prints, Calvin seems to be returning to its roots; roots which helped reinvent the language of high caliber perfume for a younger generation.
For Simons, Obsessed was one of the first non-fashion CK projects at the top of his to-do list. “I suppose you could say we were obsessed with Obsession. If one thing summed up Calvin Klein for us visually, it was Mario Sorrenti’s Obsession campaign with Kate Moss,” said the designer in an interview today with WWD.
Simona Cattaneo, chief marketing officer of Klein’s fragrance license holder, Coty Luxury, echoed Simons’s sentiments in the same interview: “We are obsessed with Obsession, but more than this, it’s the memory of past love…It’s this huge, huge love story between Mario and Kate that’s represented in the original…Mario used to say he was so in love and obsessed with photographing Kate Moss.”
A longtime muse for the brand, Moss’s face has helped Klein secure a stronghold on the billion-dollar fragrance industry for the past 20-plus years. According to industry experts, the two new Obsessed perfumes are expected to make million in retail sales within the first year. A 3.4-oz. sized women’s bottle will sell for and a 4.2-oz. size of men’s will be priced lower, at . The new scent’s translucent bottles are rounder and fuller in comparison to the 1993 originals.
Obsessed for Women and Obsessed for Men will be feted during a launch party in London tomorrow and will be available to purchase in the U.S. on July 1st, 2017.
Watch campaign video here:END
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createdAt:Wed, 21 Jun 2017 16:27:23 +0000