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Calvin Klein Underwear will kick off a worldwide advertising campaign with a sexy new face and voluptuous figure: Eva Mendes.
The deal deepens the brand's involvement with Mendes, who already has been named as the face of Calvin Klein's upcoming fragrance, the name of which has not been revealed.
The Hollywood connection with Cuban-American Mendes, who is known for her roles in movies including "Hitch," "Training Day" and "We Own the Night," with former Calvin Klein Underwear model Mark Wahlberg reflects the growing trend of designer brands associating their images with celebrities. Kate Bosworth is the current face of Calvin Klein Jeans and Hilary Swank was the glam image for Calvin Klein Underwear in 2006. Meanwhile, David Beckham is plastered all over billboards worldwide in ads for Emporio Armani Underwear.
Beginning this fall, the sultry Mendes will be featured in a multimillion-dollar print and outdoor advertising campaign for the Calvin Klein Underwear brand, as well as the launch of Seductive Comfort, the latest introduction of Calvin Klein foundations for women. The Seductive Comfort group addresses the consumer demand for underwear and intimates that have the aesthetics, comfort, function and brand recognition for women with fuller figures and generous bust lines.
Asked if the image of Mendes' two visits to rehab in February at the Utah-based Cirque Clinic where Lindsay...