May 11, 2010 06:00 PM

Courtesy Calvin Klein Beauty

Calvin Klein has a history of launching some of the world’s most provocative ads, from Brooke Shields’s career-making coos in the ’70s to the more recent steamy underwear ads starring Twilight hunk Kellan Lutz, but their newest fragrance campaign with Diane Kruger marks a distinct departure from the sex-sells credo. “Certainly sex is in our DNA, but this fragrance speaks to a different audience,” the label’s creative director Francisco Costa tells WWD of the print ad shot by photographer Craig McDean in Berlin. “It is…elegant, sophisticated, timeless and beautiful — and designed to appeal to a more mature customer. This is a woman in her 40s, who is self-assured and secure.” The campaign’s star knew that she’d be involved in something different from the campaign’s inception. “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 explains. The fragrance, which will feature notes of ambrette seeds, jasmine and cedarwood will starting at $50 for a 1-oz. eau de parfum, will launch in fall 2010. What do you think of Diane’s Calvin Klein Beauty ad? –Katherine Kluznik Rentmeester

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