Word: kleine
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...Jeans," intones Calvin Klein, "are about sssexx...
...Though Klein has since been distracted by selling perfumes with names like Obsession and Escape, he's once again focusing on the jeans war, and his opening salvo is a 116-page ad supplement that accompanies the October issue of Vanity Fair. It is touted as the largest ad supplement for a consumer magazine in U.S. history, and industry sources say Klein spent more than $1 million to produce and place...
...book," says Klein, "is a fantasy about a rock concert. You see the band onstage, backstage, after the show. The wild and crazy groupies. The people living in the motorcycle world. It's about excitement. Hot and sweaty rock 'n' rollers who wear nothing but jeans and skin. It's about denim. People love...
...also about money. And troubled retailers and advertising executives love that. Women's Wear Daily reported that Klein plans to spend about $10 million on jeans advertising this year alone. Last week he staged his first all-jeans fashion show -- based on the supplement and featuring a fabric dubbed "dirty denim" -- in New York City. Magazine publishers, buffeted by an industry-wide decline of 10.4% in ad pages, are also heartened. Images from the supplement will be appearing as ads in various magazines for months to come...
COVER: Photograph for TIME by Matthew Klein; label design by Javier Romero