Yves Saint Laurent x Calvin Klein

Campaign Concept | Graphic Design

I created a spec collaborative fragrance and accompanying print ad campaign for Yves Saint Laurent and Calvin Klein. The fragrance was called “Monochrome Propositions” and was inspired by the work of legendary French artist Yves Klein.

While at Emily Carr in Vancouver, I learned that Yves Klein patented a shade of blue (International Klein Blue or “IKB”) in 1960 after using it to make hundreds of monochrome paintings throughout the 50s. I immediately saw an opportunity for the two fashion houses sharing parts of Klein’s name to work together on something special while preserving his legacy. It was also an opportunity for them to capitalize on (and strengthen) the relationship between high fashion and fine art.

I took inspiration from one of Klein’s monochromes for the fragrance bottle and reimagined the poster for his Propositions Monochromes exhibition as a print ad for the campaign. As an added detail, the fragrance was available exclusively at the YSL and CK flagship stores in the same cities where the exhibition was originally shown (Madrid, Nice, Tokyo, and Paris).