Zoe Saldana's first pictures of the 2010 Calvin Klein's underwear line have popped up and "envy" is definitely one word many women would use to describe them.
In her first ad campaign for the brand, Saldana models undergarments aimed at average-size women. Tom Murry, CKI’s president and chief executive officer, said the new Envy line “addresses a need expressed by our consumers, and it completes the brand’s three-tier Coverage Level System” — and added the line is “in keeping with the heritage of the Calvin Klein Underwear brand.”
The Envy line of five bras — a Lace Demi Bra, a Tailored Demi Bra, a Natural Lift Plunge Bra, an Air Push Up Bra and Saldana’s favorite, a Triangle Bra — is being shipped to stores this week.
Saldana spoke to WWD about how the Envy line: “I like when you are able to assist your body to look amazing as opposed to replacing anything. That’s exactly what Calvin Klein Underwear Envy does. It helps you, it assists you, but it will not overshadow what you can bring naturally.”
The campaign will be “one of the biggest launches in the brand’s history,” said Malcolm Carfrae, executive vice president of global communications at Calvin Klein Inc.
The print and outdoor advertising campaign hits mid-September, in October magazines and online at cku.com (though no release date has been set for the online video).
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