Saturday, 10 March 2007


FairfaxDigital is reporting that Calvin Klein is attempting to woo Gen Y "technosexuals" (a buzzword trademarked by CK last year) with a new campaign for its new fragrance in2u.

CK president Tom Murray is quoted to have said "We have envisioned this as the first fragrance for the technosexual generation".

The cylindrical white plastic and glass bottles are the creation of New York designer Stephen Burks, and are said to draw inspiration from the iPod.

Along with the fragrance, CK in launching an online social network, which will supposedly function in a similar way to myspace and facebook.

It'll be interesting to see how this all plays out.

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