Richard Madden Joins Calvin Klein’s Defy Eau De Parfum Campaign

Calvin Klein Defy Eau De Parfum is the latest addition to the men’s fragrance portfolio by the brand. MW sits down with Richard Madden, the face of the fragrance, to chat about his experience with the latest launch

Calvin Klein’s latest Calvin Klein Defy Eau De Parfum is here — and it’s introduced by none other than Richard Madden. Known for famous roles like Rob Stark on Game of Thrones or Ikaris in Eternals, the actor fits perfectly into the fragrance’s aesthetic, and defines the brand’s essence.

The latest introduction to its men’s fragrance portfolio, CK Defy Eau De Parfum embodies the celebration and expansion of the journey of defiance. Set against a blue twilight sky, the campaign starts with Madden’s self-reflecting and defying moments culminating in a courageous leap of faith, a symbolic metaphor for personal defiance and daring to take risks. Styled in the fashion house’s iconic jeans and signature white T-shirt, the Scottish star’s eyes meet the camera with a rebellious look, while a landscape is blurred in the distance and the powerful deep blue sky depicts the hues of the fragrance bottle.

Curated by senior perfumer Pascal Gaurin, the blue bottle starts with a seductive leather note contrasted by exhilarating freshness. While it includes the same woody signature as the original Eau de Toilette, the latest introduction is presented with an unexpected warmer and darker twist. The fragrance opens with a burst of citrus, which focuses on Mandarin Oil. At the heart, an addictive Leather accord adds modern masculinity and builds extreme contrast to the Vetiver Oil at the base. To reflect the fragrance’s modernity, 80.6 per cent of ingredients are naturally sourced.

Housed in a luxurious bottle, the new packaging pays an ode to the edgy aesthetic of Calvin Klein’s design codes. A juxtaposition of opposing forces that celebrates his two sides —vulnerable yet courageous — the bottle is symbolised by the curves and contrasted by sharp and powerful corners. A sophisticated coloured bottle in an intense navy blue gradient resembles the notes of the campaign’s twilight, whereas the flacon is topped off with a textured matte blue cap inspired by Calvin Klein denim. Over to Madden.

MW: What was your first reaction to working on CK Defy?

Richard Madden: I was excited to be creating something from the ground up, creating a new scent and a new concept that is about self-perseverance and getting past your own limitations, which, as an actor, I’m always faced with. To be able to create a campaign and fragrance that embodies the feeling of defiance was very exciting to me.

MW: What was your favourite part about shooting this campaign?

RM: My favourite part was hanging about six inches over the top of a lake from wires and being able to explore the camera work and the reflections we were trying to capture.

MW: Since you spend so much time shooting, what’s the rest of your grooming routine like?

RM: My grooming routine is very simple, it’s a good moisturiser and sunscreen, every day, and of course, pairing that with a fragrance that makes you feel good.

CK Defy Eau De Parfum is available in sizes – 200 ml, 100 ml, and 50ml Travel Spray and is now available to shop in stores and online.

Reproduced with permission from Mansworldindia.com

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