"The only way to advertise is by not focusing on the product"

In this quote, Calvin Klein is suggesting that conventional approaches of advertising, such as highlighting the features and benefits of an item, might not be the most reliable technique. Rather, he thinks that the key to successful marketing is to move the focus far from the item itself and towards something else. This might suggest highlighting the way of life or values related to the product, or developing an unforgettable and eye-catching project that doesn't always directly promote the product. By taking a different approach to advertising, Klein is suggesting that companies can stand apart and catch the attention of customers in a more significant way.