The Future of Calvin Klein Under Raf Simmons

An extremely artistic, wellknown name has taken over Calvin Klein. Raf Simons, highly adored in the high-fashion world of couture, has become the new creative director of Calvin Klein. Calvin Klein, once known for its American sportswear, comfortable underwear, and perfectly fitted jeans, is being reinvented under Simons: it has morphed into a high-fashion brand with an American twist. Under his direction, Simons aims to bring back the energy and excitement that was once attributed to the formerly booming fashion house. Raf Simons is acclaimed for being one of the greatest designers of his generation, and Calvin Klein hopes that he will be able to revive the dying brand by taking on the role of creative director.

Reinventing a fashion house is no simple task; reinventing an American fashion house is even more ambitious. The American fashion industry, as of late, has suffered blow after blow to its image. The decline of the American fashion industry is exemplified by this year’s New York Fashion Week, where four high fashion brands opted to show their collections in Paris instead of New York. This choice came as no major shock since American brands have been dying down for the past few years and there is not much excitement surrounding New York Fashion itself, especially in comparison to other fashion weeks around the world. American fashion brands and the American fashion scene as a whole are looking to Raf Simons’s takeover of Calvin Klein as the means to give New York fashion week a much-needed boost.

Raf Simons has drastically changed Calvin Klein’s creative vision by putting his own spin on the brand. Calvin Klein has gone from a very sleek, minimalist “American Sportswear” look, to a more futuristic, avante-garde vibe under the creative supervision of Simons. From floral latex skirts to barely-there tops with exaggerated, après skithemed sleeves, it is clear that Simons is putting his own twist on things. Simons isn’t just redesigning the clothing of Calvin Klein, he is also redesigning the brand’s image in popular culture. His choice of attendees in the front row were young, hip, chic A-listers that ranged from Lupita Nyong’o to Jake Gyllenhaal. The brand has also hired Paris Jackson as their new spokeswoman. Raf Simons has also introduced a new line up of models to promote his most recent ready-to-wear collection in an attempt—which is working—to add freshness to the label. Once being defined by its sultry, seductive campaigns featuring Brooke Shields, the fashion house is changing course. Fashion’s newest “It- Girl,” model Kaia Gerber, made her debut on the Calvin Klein runway, attracting the attention of the new generation of Calvin Klein wearers. All of these developments have promoted Simons’s vision for the future of the brand, a brand that he hopes will be “art constantly,” which is perpetually relevant to the intersecting fashion and art worlds.

This revamp is necessary because of the seemingly slow demise Calvin Klein seems to be suffering. Calvin Klein is known as a household namebrand because of its instantly recognizable undergarments that have all donned the CK logo. Raf Simons understands that undergarments were once the image of the fashion house, but times have changed. Now, Simons wants the brand to be appreciated for more than its sultry ad campaigns and sexualized underwear. Calvin Klein’s other lines of clothing have not had much appreciation lately and the company’s growth has become stagnant. In an attempt to revive the American fashion house, Simons has chosen highly abstract muses to inspire his collection, while at the same time managing to keep the brand grounded in its wholesome, American roots. He has achieved these feats by combining things such as classic diner-like work uniforms with Warhol inspired prints, breathing modern art into classical Americana clothing. Simons is the only designer to have full creative control over the brand since Calvin Klein sold it to the Phillips-Van Heusen Corporation. With an upcoming collection in the spring of 2018, everyone will be looking at what Simons does next.

By Hanna Aly