Calvin Klein Underwear just announced that this Fall 2010, with the launch of its latest lingerie collection, the brand will simultaneously introduce the Calvin Klein Underwear Coverage Level System, a revolutionary new way for female consumers to more easily shop for bras and the type of coverage they are looking for.
As announced earlier this month at a press conference, acclaimed actress Zoe Saldana will be featured in the women’s Fall 2010 Calvin Klein Underwear global advertising campaign, which was shot by renowned fashion photographer Mikael Jansson in New York City. Additionally, beginning in mid-August, Saldana will also be featured in a digital component in which she speaks to the consumer in a beautifully directed video piece.
Check out the campaign images, behind the scenes shots, and a promo code for free shipping below!
The Fall 2010 introduction of Calvin Klein Underwear Envy, a new collection of lingerie designed to create a more revealing silhouette, completes the Calvin Klein Underwear Coverage Level System, which is organized in three distinct levels of coverage. Each level is differentiated by cup coverage, as well as strap and band width.
The new Calvin Klein Underwear Envy is Coverage Level 1, with the most minimal level of coverage for a sleek, sexy look.
Perfectly Fit is Coverage Level 2 and provides mid-level coverage for classic comfort and modern styling options.
Seductive Comfort, positioned at Coverage Level 3, offers the highest level of coverage and support.
The new Calvin Klein Underwear Coverage Level System will be supported at retail via information at point of sale and on hang tags, which easily identify the item’s level of coverage.
Saldana most recently captured the attention of moviegoers as Neytiri in “Avatar,” the highest grossing film of all time, which also won the 2010 Golden Globe for Best Picture, and went on to receive a total of nine 2010 Academy Awards nominations. In 2009, Ms. Saldana also starred in the blockbuster action-sci-fi film “Star Trek” and was most recently seen in the films “Death at A Funeral” and “The Losers.”
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Envy is offering a promo code (valid through the end of the year) for FREE shipping on all orders at cku.com. Enter code SHIP10 at checkout.
EDITORIAL CREDIT: Calvin Klein Underwear introduces Envy and the Calvin Klein Underwear Coverage Level System
IMAGE CREDIT: © 2010 Mikael Jansson