CK One

Launch campaign, 1994 A year after Obsession, Kate Moss returned to Calvin Klein for CK One, this time with Steven Meisel behind the camera. The product itself was the idea: one fragrance sold to men and women alike, and the campaign's casual, unisex crowd of young faces made that feel like a generation's attitude rather than a marketing angle. It was gender-neutral marketing decades before the phrase became common, and the shared bottle became one of the defining scents of the mid-1990s.