Courtesy of COTY

Calvin Klein unveiled the ad campaign for its new fragrance, Calvin Klein Beauty, starring Diane Kruger. The ads, which feature the actress in a flowing white dress alongside the calla lily-inspired bottle, head in a more sophisticated direction from the brand’s previous provocative campaigns. “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,” Kruger told WWD. “To me, what is important—because I am not a model anymore—is to convey emotion.” According to creative director Francisco Costa, Calvin Klein Beauty will appeal to fans of the Collection line. “Certainly sex is in our DNA, but this fragrance speaks to a different audience,” he said. “It is very much the spirit of Collection—elegant, sophisticated, timeless and beautiful.” Calvin Klein Beauty’s print and TV ads launch this fall and the perfume hits stores in October.