Calvin Klein’s fragrance ads typically drip with overt sex appeal, but the brand’s latest venture isn’t quite so obviously sultry. This October marks the launch of Calvin Klein Beauty ($50-$85), a refined floral that will be backed by the elegant Diane Kruger.

“Certainly sex is in our DNA, but this fragrance speaks to a different audience [than scents like Obsession and Euphoria]. It is very much the spirit of [Calvin Klein] Collection — elegant, sophisticated, timeless and beautiful — and designed to appeal to a more mature customer,” creative director Francisco Costa told WWD.

Set to debut in October, the scent, inspired by the calla lily, will include top notes of ambrette seeds, a middle note of jasmine, and a bottom note of cedarwood. But will Diane derobe much like Eva Mendes did for Secret Obsession? That’s a negative.

“They showed me the concept, and it was classy. So I knew from the beginning that I didn’t have to take my clothes off,” she said.

Expect to see the new scent, encased in an egg-shaped, silver-accented bottle, on TV, print, and online advertisements. Are you glad to see more clothing in this campaign, or do you prefer things more bare? (Source)