Jake Gyllenhaal has been chosen as the new face of the Eternity Calvin Klein fragrance family.
Gyllenhaal features in a black and white film shot by Emmy Award-winning director Cary Fukunaga and in a complementary print campaign photographed by Willy Vanderperre.
Conceived creatively in close collaboration with Gyllenhaal – who makes his advertising debut for the brand – the new Eternity Calvin Klein fragrance family is depicted as beautiful, timeless and yet “very much of today”, according to the brand. Starring alongside model and advocate Liya Kebede and four-year-old actress Leila, Gyllenhaal portrays both father and partner with mother Kebede.
The new fragrance and campaign is a partnership between PVH Corp, which owns the fashion label, and Coty, which has the Calvin Klein fragrance rights.
Gyllenhaal, star of Brokeback Mountain, Nightcrawler and Everest, among others, will appear on Calvin Klein marketing collateral globally.
“I am a great admirer of Calvin Klein, and especially Raf Simons’ work,” said Gyllenhaal. “The history of Eternity Calvin Klein spans many generations, which is incredible, so when the brand approached me, I was excited to work with them to develop this beautiful concept and story.”
The focus of the campaign’s story is imparting knowledge and love to their child, who serves as both a linking emotional thread and a fundamental idea of the future, as each parent recites and teaches the EE Cummings poem, including “I carry your heart with me…”
Chief creative officer with Calvin Klein, Raf Simons, said the brand wanted to look at what Eternity Calvin Klein means today: “The emotion and the beauty of passing on knowledge; a commitment to the future; and the timelessness of love.”
“Eternity Calvin Klein has remained a top-selling global fragrance brand and is still as relevant as when it launched almost 30 years ago,” added Simona Cattaneo, CMO of Coty Luxury.
“With this new campaign, Eternity Calvin Klein becomes more contemporary as it tells the iconic yet relatable story of the eternal love found within a modern family.”
