"Calvin
Klein used to be raw. In the ?90s the brand was seductive, uncensored, and with
the help of a topless Kate Moss, the essence of cool".

In 1993 Kate Moss met with Calvin Klein. At that time
the brand was in a crisis and Kate was not famous. Calvin Klein loved the fact
that Kate was plain, real and beautiful. They wanted her to be shot shirtless,
although she had small breasts. She was always shot in black-and-white,
sometimes nude, sometimes in a black tank and cotton underwear. Her stark,
fragile beauty amplified by lank hair and little makeup. Fabien Baron, the
creative director launched what was defined as the heroin chic look. In a
culture scared of Aids the sex approach of the campaign was very risky, but somehow it actually worked. The campaign brought the finances of
Calvin Klein back to profit and also launched Kate's career. She was soon the
sole face of Calvin Klein jeans, underwear and fragrance.

Today we know that Kate was closing the door of the excessiveness
of the 80's. So did the fragrance the brand was about to launch - CK ONE
EDT. 

?CK ONE EDT was designed a fragrance that embodied, in
its flat little screw- top bottle, the disaffected, sexually ambivalent grunge
youth of the moment. CK ONE EDT, with its unconventional black-and-white
advertisements filled with moping, androgynous models, was arguably the most
perfectly tailored fragrance ever pitc...