| Twenty-five male models in hardhats and skivvies helped the designer celebrate a quarter century of underwear sales and launch its new Steel line of undergarments. | |
The Calvin Klein Underwear 25th Anniversary Party at Brant House was more than a celebration of 25 years of business success. The event, organized by Traffic Group with production by theideashop, was also an occasion marking the Canadian launch of the company’s new Steel line of designer undergarments. That explained the 25 men wearing little more than hardhats and skivvies posed on a truck with steel scaffolding outside the main entrance. They were models auditioning to be named the event’s Man of Steel. Inside the venue, four steel-inspired live installation pieces by Meghan Watson entertained guests prior to the fashion show. The installations featured models sporting the Steel line posed near stark, futuristic objects and sculptures. Bright florescent lights projected the Calvin Klein logo behind the models, creating a silver glow that contrasted with the warmer tones of the natural wood floors and exposed skin. The overall aesthetic was clean, strong, hip, and urban. Felipe Martinez of Metal Works staged the evocative scenes; he also provided the steel runway and staging used in the fashion show. As part of the proceedings, the audience chose a winner in the Man of Steel competition. After the voting, the venue was opened to the public. DJ Mark Holmes of the Mod Club provided the musical entertainment, while DYMEX supplied the sound and lighting. Published BizBash.T.O., October 19, 2007 |
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