When it comes to fashion design, it’s eat or be eaten. Success in the fashion world is based on constant innovation and evolution. That being said, your favorite ’90s throwback brand, Calvin Klein, has taken this advice to heart.
In 2014, Calvin Klein underwent an entire rebrand. No longer can you tweet, “I love ck Calvin Klein jeans!” Well, we suppose you could. But it wouldn’t look nearly as good as, “I love my Calvin Klein Plantinum’s.” Ooh la la, don’t you just love the sound of that? (Business Insider declared platinum as one of the top 15 most valuable precious metals in the world, so Calvin Klein Platinum seems appropriate.)
The rebrand from ck to Platinum is connected with the company’s sale to Phillips-Van Heusen (PVH), the largest American shirtmaker. According to New York Times, PVH owns 100 percent of the brand, giving them complete design control. While the merge occurred back in 2003, PVH scored the licenses to the jean and underwear collections around 2012. Thus, the decision to go Platinum was out of the hands (or jean-clad legs) of founder Mr. Klein.
Losing Mr. Klein’s leadership may leave loyal brand buyers on edge, but the change of direction may be exactly what Calvin Klein needed. PVH says the Platinum line focuses on sportswear and accessories, achieved with “modern silhouettes in innovative fabrics and forward-thinking, distinctive color palattes.”
Stocked with refined outlines and luxe material, you’ll be sprinting to grab the entire collection. (Take a peek at these lookbooks to see if you find the perfect piece for your packed schedule – maybe some leggings to head down to the club after you finish your downward dog?) With the althleisure trend in full swing, they couldn’t have chosen a better time to revamp their athletics collection.
After two years, Calvin Klein’s new platinum status may be fading, but the latest advertising campaign is pure gold entertainment. Sure, controversy is nothing new for the brand. After all, who can forget Brooke Shield’s infamous line, “What gets between me and my Calvin’s? Nothing.” Keeping with tradition, photographs of their new campaign seem to embrace this scandalous standard, demonstrated by Kendall Jenner’s overtly sexual pose with a grapefruit. There’s even a crotch shot of one model accompanied by the caption, “I flash in #mycalvins.”
Last month Raf Simmons, formerly with Dior, was appointed Chief Creative Officer to lead the rebranded Calvin Klein team. Time will tell how his leadership will affect the rebrand and whether his presence will inspire another shift in the fashion brand’s advertising.
Platinum, PVH and public outcry aside, Calvin Klein will always have a diehard following for its ’90s revival nostalgia. However, the rebrand is sure to carry Calvin Klein into a new era and their future looks brighter than any precious metal.
