Daily Insights

The Genderless Generation

By: Mackenzie Baker | Feb 17, 2020

Calvin Klein is launching a joint fragrance and apparel collection for all. 

The brand’s “genderless” multicategory collection is called CK Everyone and features an extensive apparel line and a fragrance built upon the brand’s longstanding unisex cologne CK One. In addition to being genderless, the new fragrance is eco-friendly, made from naturally sourced materials, and housed in a recycled carton with a reusable plastic band—an homage to the CK’s well-known underwear waistband. The apparel line will feature underwear, graphic hoodies, logo T-shirts, and an assortment of denim products including denim vests, skirts, shorts, and trucker jackets. While the fragrance will be priced at $55 for 1.7 oz, the clothing items will range in price from $20 to $110. 

Calvin Klein is explicitly targeting younger consumers with its new collection—CEO Cheryl Abel-Hodges described the products as “relevant to the next generation of consumers.” The brand’s deliberate targeting is practical given Calvin Klein’s social reach with younger consumers; the company is one of a few in the luxury sector to have embraced Instagram Stories and TikTok to reach Gen Z, according to a Gartner report on the topic. 

To coincide with the collection launch, Calvin Klein is opening a pop-up shop in New York City during New York Fashion Week called “I Love Everyone of Me.” The shop will include a dedicated fragrance room, an immersive photo space, and pieces from the new collection customers can shop. 

While the key differences between “unisex” and “genderless” may be a bit blurry, one thing is for sure: fluidity in the fashion world isn’t going anywhere and may be leaking into the fragrance world with CK Everyone.