Black and white image of six diverse models in Calvin Klein underwear, posing closely. The mood is bold and edgy, with confident expressions.

Fragrance & Beauty

CK One Essence –

Creative Strategy

Overview

Reimagining an icon.

CK One Essence marks a new chapter for the franchise, bold, modern, and unapologetically strong, while staying rooted in the codes that made it iconic.

A continuation rather than a departure, the campaign repositions CK One for a new generation, balancing familiarity with a sharper, more contemporary point of view.

Two Calvin Klein fragrance bottles, "ck one" in frosted glass and "ck one essence" in clear glass, stand side by side, exuding a sleek, minimalist design.
Black and white image of six diverse models in Calvin Klein underwear, posing closely. The mood is bold and edgy, with confident expressions.
Collage of diverse individuals in black and white. Top left: energetic group dancing; top right: shirtless man, confident; bottom left: close-up of woman's face, serene; bottom right: smiling woman with braids in motion.
Close-up of a tilted, transparent perfume bottle with the words “ck one essence” in bold white letters, against a light grey background. Sleek and modern design.