Fresh. Masculine. Addictive.

Calvin Klein Defy is a daring contrast of invigorating freshness and powerful woods. For the modern man who breaks boundaries while exploring his authentic truths and the contrasts within.

The packaging design features a minimalist glass bottle with a blend of curved, rounded edges and sharp linear lines, while the cap and carton texture nod to Clavin Klein jeans, with matte textured blue denim details and silver branding. 

Defy is a fragrance for its time— and for its Millennial demographic, the largest group of fragrance consumers right now and a new audience for Calvin Klein. 

The naming and messaging is shaped around insight-driven findings, aimed at millennial males, many who are feeling introspective, vulnerable, and fearful of failure. The audience’s amplified need to overcome self-doubts is more relevant than ever before. 

We tapped Richard Madden, the Scottish actor and Golden Globe winner, as the face of the campaigns, which has been shot by the director and photographer Jonas Lindstroem. The global ad campaign, which shows Madden seated on a rooftop dressed in Calvin Klein jeans and a white T-shirt, launched July 1, 2021. 

Marketing ran across TV, digital ,and social platforms while retailers such as Macy’s Ulta, Boots and El Corte Inglés carry the scent. Defy began rolling out in  North America, Spain, and U.K., and in 2022 continues to expand to markets (Italy, Germany, ect.). 

Dare to Defy.