Big things are happening over at Calvin Klein HQ, with the announcement of a new ‘global creative strategy’.
The strategy will see all of Calvin Klein’s brands merge under one creative vision.
While big news, it's not a huge surprise. CK’s marketing already unified the brand’s diffusion lines - Calvin Klein Collection, Calvin Klein Platinum, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear - for the infamous #mycalvins global multimedia campaign, that launched in January.
Now all aspects of the CK business will follow one creative vision, in an effort to solidify the brand’s position in the global market and continue its growth.
However, in perhaps even bigger news, the move will also see CK Women’s creative director, Francisco Costa, and CK Men’s and Calvin Klein Collection director, Italo Zucchelli, leave the fashion house.
There is no word yet on who will replace Costa and Zucchelli, but rumour has it that ex-Dior creative director Raf Simons will be taking over. Until a new appointment is made, however, the brand’s in-house design team will take charge. There will also be no runway show for Calvin Klein Collection in June or September of this year.
CEO of Calvin Klein, Steve Shiffman, said of the new direction:
“This creative strategy marks the beginning of another significant chapter in Calvin Klein’s brand legacy since Mr. Klein’s retirement. I would like to thank Francisco and Italo for their unwavering commitment to the Calvin Klein brand and their accomplishments over the past decade. They have both contributed immensely to making Calvin Klein a global leader in the fashion industry, and they have done so with dedication, focus and creativity.”