When the fragrance CK one came out 1994, it was groundbreaking: In its clean, cool and androgynous aesthetics and crisp scent. It’s been the first unisex fragrance on the market in a long time and for a long time.
There is not much to modernize, one may think – As the picture once painted doesn’t feel dusty.
But Calvin Klein restored the iconic fragrance to today’s demands with the launch of CK EVERYONE by updating the formula to vegan and to 79% naturally derived ingredients, framing it in a bottle packaging created from recycling materials.
Although the composition has been updated, the perfume itself still is a fresh breeze. More orange oil and green accents enhance the scent’s brightness. And so do the surrounding aesthetics: The imagery has shifted from androgynous to diverse, individual and therefore more colourful in terms of personalities.
Part of the new cool cast is 29 year old musician Eliot Sumner, who is also the child of Sting and actress Trudie Styler. The easy going, honest and cool Brit is more a character than just a fragrance face – their attitude and thoughtfulness shine through the advertising photos and their words. From touring the world with their band, DJing at Berghain in Berlin to doing crosswords at the countryside in England: Eliot embodies many personalities.
The musician has a very special relationship to scents – We were surprised to hear after our first question that they don’t have a sense of smell. Yet, Eliot is a perfect match thanks to their multifaceted personality and to choose them is a truly inclusive move.
We met the creative in New York City for an interview about perfume, music and crosswords – and put Eliot’s and CK’s spirit into words and visuals.
