The black-and-white videos, shot by Douglas Keeve, feature Tollman giving viewers a peek behind the scenes on how the stylist creates a persona for a variety of scenarios. Key elements such as hair, makeup, attitude and wardrobe are demonstrated by fashion models in a fitting-type setting. At the core of each piece is the female character wearing a Calvin Klein Naked Glamour bra. Each of the three bra styles represents the foundation that characterizes each woman into the role she is styled for, and ultimately directed to portray.
The free-spirited girl in the “Confident” vignette wears a wire-free, soft-cup bra in black, while the “Strong” video highlights the modern woman wearing a newly introduced style — the add-a-size plus bra in smoke amethyst. In the “Sexy” scene, the classic femme fatale wears a convertible lace plunge bra in black. All the while, Tollman discusses her inspiration behind each look.
Malcolm Carfrae, executive vice president of global communications at Calvin Klein Inc., said the videos were created to reach consumers editorially online as well as through social media.
“We think the videos have a unique point of view and that Annabel really brings the product to life by creating a story and a character for each piece,” he said. “We are targeting key Web sites and blogs, and we also plan to have a few targeted product giveaways that complement this initiative….These are the first Webisodes that Calvin Klein Underwear has worked on. We thought that it was just another way to reach this consumer, as well as to support the latest offering, Naked Glamour, by giving it a different perspective.” (WWD)
