Raf Simons Just Redesigned the Calvin Klein Logo



In six short months as chief creative officer of Calvin Klein, Belgian designer Raf Simons has already made quite an imprint on the brand.


Read more at http://www.thefashionspot.com/runway-news/733677-new-calvin-klein-logo/#SSUeIYWOeMieH3X0.99


Raf Simons Just Redesigned the Calvin Klein Logo

Calvin Klein vies for upmarket return with By Appointment debut

PVH Corp.’s Calvin Klein is showing it is much more than jeans and underwear by opening its bespoke services up to general consumers, rather than reserving customization for celebrity friends of the brand.


Calvin Klein vies for upmarket return with By Appointment debut


simons,raf-portrait-2016_ph_vanderperre, willy-black+white

The rumors of Raf Simons’ appointment as creative director at Calvin Klein have been lingering in the fashion world’s collective air circulation system since this winter like a bad cold or the smell of delicious Christmas bakery. The Belgian designer resigned from Dior in October after 2,5 years at the helm – and in April, the American fashion empire announced the plans to once again unite all CK lines (from underwear to RTW) under one artistic director, effectively sacking designers Francisco Costa (women’s) and Italo Zucchelli (men’s).

“The arrival of Raf Simons as chief creative officer signifies a momentous new chapter for Calvin Klein,” expressed Steve Shiffman, CEO of Calvin Klein. “Not since Mr. Klein himself was at the company has it been led by one creative visionary, and I am confident that this decision will drive the Calvin Klein brand and have a significant impact on its future. Raf’s exceptional contributions have shaped and modernised fashion as we see it today and, under his direction, Calvin Klein will further solidify its position as a leading global lifestyle brand.”

Rather cryptically, an official press release from the CK headquarters announced this morning that Simons will be act as head of “Design, Global Marketing and Communications, and Visual Creative Services” – suggesting a Burberry-esque business structure with large and univocal power of all sides of the brand. Calvin Klein and Raf Simons fans will surely welcome this take-over, both cherished for their clean, modern and forward-looking designs. Raf Simons is surely the one to push Calvin Klein into its new chapter in the 21st century. We bid him a loving welcome!



The rise and rise of Calvin Klein underwear


Calvin Klein underwear has been a consistent hit for the past 25 years, with no signs of abating – sales of womenswear are also on the up. Why do we love the branded waistband so much?

Stealth wealth is a noble idea, but as Calvin Klein – the American designer who turned underwear into a status symbol, and by proxy, its wearers into sex symbols – once said: “The only way to advertise is by not focusing on the product.” And lo, the logoed underwear was born.

Klein didn’t invent it it, but he certainly owned it, and never has the season-by-season rhythm of fashion been so tested than it has been by Calvin Klein’s perennially popular underwear which, according to Selfridges, has been a consistent bestseller for the last 25 years that shows no signs of abating.

Jo Hunt, head of buying for womenswear at Asos, says it has seen “a rise in the branded slogan or logo, or ‘slogo’” over the past 18 months, and cites Calvin Klein (among other “authentic American brands”) as key to this shift. And in high fashion, an entire photoshoot in the current issue of Vogue stars Mica Arganaraz in a pair of Calvin Klein pants.

Mark Wahlberg in Calvin Klein. From the Calvin Klein Advertising Archives.
Mark Wahlberg. Photograph: Herb Ritts / Calvin Klein

Thongs, boxers, briefs, going commando; they’ve all come and gone like whispers, but Calvin Klein pants, briefs and boxers, and now bras and swimwear in womenswear, remain the resolute king of underwear.

The success is arguably down the jacquard waistband, and a mix of great product and smart marketing. The original Calvin Klein campaign image – a 1982 Bruce Weber shot of Olympian Tomás Hintnaus lying on a hot roof – might have been less about logo and more about flesh, but it sanctioned the idea that underwear was more than underwear. It was designed to be seen, conferred status and wealth, and was totemic of its wearer’s tribe (from metrosexual, to lad to hip-hop to mass-market.

Robert Johnston, fashion director at GQ, says the waistband logic is sound, and is fundamental to the brand’s success: “If you spend money, you want people to know it. Wearing it, as people do, above the waistband, is a stamp of approval … a sign that you feel confident.”

Calvin Klein Intense Power Thong £21.00 at ASOS.
Calvin Klein intense power thong, £21.00 at Asos. Photograph: Calvin Klein

The advertising campaign has always been minimal, black and white, starring big names and has been relentless in its pursuit of aspiration. But this doesn’t explain the longevity. Other brands with the same prowess make overtly-branded underwear – Tommy Hilfiger, Armani – while other, newer brands have mimicked the monochromatic branding (most recently Ivy Park). The most recent campaign – up-skirt shots, overt innuendo – went viral. So too did a campaign that focused on personalities and their relationship with #MyCalvins.

Sam Diss, a style writer who wore it in the 1990s, may have the answers: “It gave you a taste of being Mark Wahlberg without the talent or the hours in the gym,” he says. Diss still wears it now, through a sense of nostalgia, and says the look is enduring as it transcends fashion: “In a decade with no real original aesthetic, it remains a much-needed piece of easy iconography to latch on to.”


The rise and rise of Calvin Klein underwear

What to Know About Calvin Klein’s Dual Departure

What to Know About Calvin Klein’s Dual Departure

Calvin Klein Inc. announced on Tuesday that Francisco Costa, the women’s creative director for Calvin Klein Collection, and Italo Zucchelli, the men’s creative director, would leave the brand. Here’s what to know about the latest jolt in a series of fashion shake-ups.


What to Know About Calvin Klein’s Dual Departure