Content360 2023
CK rolls out campaign, and virtual pop-up store on Tmall to celebrate new products

CK rolls out campaign, and virtual pop-up store on Tmall to celebrate new products

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Calvin Klein has launched a campaign for its new underwear and jeans collections, featuring South Korean singer and dancer Hyuna, and Chinese rapper and dancer Lil Ghost.

The “CK One” campaign follows the new CK ONE apparel and CK EVERYONE fragrance launch. Featuring two prominent figures in Asia’s entertainment industry, the campaign is similar to the global campaign that proclaims: “I am one, I am many, I love everyone of me.”

The images of the campaign showcase their individuality when they explore different sides of themselves, which aims to bring “the raw and rebel spirit of the original CK ONE to life”.

Apart from this campaign, Calvin Klein has also launched a five-day virtual pop-up store on Tmall. Integrated into an interactive 3D virtual experience exhibition, the pop-up store can be reached through the Tmall or Taobao home page or Calvin Klein’s official website.

Upon arrival, customers can join an online exhibition with Hyuna and Ghost, through which they can discover how they shoot blockbusters; and experience the design, style and energy of the CK ONE spirit by kaleidoscope, photo moments, and other areas.

Other interactive elements of the pop-up store include creating personalised images, while they can also buy the same products the celebrities are wearing in the virtual exhibition.

 

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