Calvin Klein Push Positive fall campaign launched

September 24, 2012

By Julia Eskins

Photography courtesy of Calvin Klein

Calvin Klein Underwear has released a fall campaign to support the launch of their newest bra, Push Positive. The black-and-white video features Dutch supermodel Lara Stone dancing along to none other than Salt-N-Pepa’s “Push It”.

The bra itself uses innovative soft-wire technology and a butterfly shape, both of which aid in offering enhanced support without the discomfort of metal underwire.

Lara Stone for Calvin Klein.

The digitally focused campaign launched on YouTube and other social media platforms at the beginning of September. Along with the video, Steven Klein photographed Lara Stone in New York City.

The model will also be the face of the brand’s other divisions this season, such as the Calvin Klein Collection, ck Calvin Klein, ck Calvin Klein Watch & Jewelry and Calvin Klein Jeans.

Additionally, an in-store campaign for the bra will span 11 countries, including Canada, the United States and the United Kingdom.

In stores this autumn, Push Positive comes in six fall colours, including black, brown, nude and fuchsia. Designed to move with and curve to individual body shapes, the bra offers a seamless look under clothing and microfiber for extra comfort.

Available exclusively at The Bay across Canada.


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