Published on Sunday, the cover wrap in the weekly luxury fashion and beauty glossy featured the campaign directed by artist Anne Collier with creative direction by Lloyd & Co., which champions iconic women and celebrates heroines of contemporary culture. The print campaign stars, Lupita Nyong’o and Saoirse Ronan, are positioned next to chosen figures from the past who have inspired them – icons of femininity that have shaped their identities, as creatives, and as women. This was complemented by a four-page feature with editor-in-chief Lorraine Candy and beauty director Sarah Jossel, talking about the women who have inspired and influenced them to become the people they are today.
“With this fragrance, we wanted to put the concept of plurality centre stage. The campaign is an exploration of femininity - a group of women bonded by a common thread; the desire to have the power to create their own identity, and to support and lead the way for those that come after them.” said Raf Simons, Chief Creative Officer, Calvin Klein.
The campaign also included branded partnership videos that are now live on Styleplay Sunday and promoted across thetimes.co.uk and social, with readers encouraged to join in the conversation about who inspires them by using #IAMWOMEN. The campaign’s digital content follows Style’s announcement last year of a digital-first approach with ‘Seven days of Style’ – a digital content strategy featuring exclusive and engaging video content on Style Play alongside social development through platforms including Instagram and Pinterest.
Calvin Klein Women is manufactured and distributed by Coty and the deal was brokered by media agency Zenith and negotiated by The Bridge, with the Bridge Studio project managing the campaign.
News UK Group Chief Commercial Officer, Dominic Carter said: “With Style reaching 3.3million high-value weekly readers across print and digital and boasting a larger female AB readership than Vogue, Harpers and Elle, a cover wrap in The Sunday Times Style is one of the most eye-catching ways of reaching engaged, luxury audiences in the UK. Combine that with inspiring and immersive video storytelling content and you have the perfect luxury launchpad to reach an audience that collectively spends £73m on beauty and grooming products annually.”