Raf Simons, First Changes in Calvin Klein
When Raf Simons came to New York to direct Calvin Klein, the jewel of the fashionable American empire PVH, he hastened to update the brand.
First he changed the name of his catwalk collections, Calvin Klein 205W39NYC. Then came the remodeling, by designer Sterling Ruby, from the legendary New York flagship store on Madison Avenue. The new name of the brand sprang up everywhere, from the high necks of the sweaters to the metallic toe of the cowboy boots, and in the weeks after its opening, all Instagram was filled with images of its interiors in vivid yellow .
And suddenly, Simons and Calvin Klein announced their break in the last death throes of 2018, leaving the whole world of fashion speechless, who could not believe that the designer’s great experiment in American fashion would come to an end.
Now, just a few weeks after the official start of Simons, the firm Calvin Klein has begun to undo all its changes without further delay. According to a press release from Calvin Klein CEO Steve Shiffman, the brand plans to change the name of its ready-to-wear catwalk collection and remove the 205W39NYC tag. It is not known yet what the collection will be called, but Shiffman emphasized in his statement that the catwalk production would be renamed with “a new name, design approach and creative director”.
Who will fit Simons shoes now? Nor is there any information yet, but when it arrives at the signing, he or she will have to deal with the new CK retail plan, as well as address a general repositioning of the luxury fashion business in order to focus on the digital and better reflect the rest of Calvin Klein collections, such as Calvin Klein Jeans and Calvin Klein Underwear.
Shiffman also stated that CK’s goal as a brand is to reach 12 billion dollars in global retail sales in the coming years – in the third quarter of 2018, sales of 963 million dollars were registered – at the same time that ” meet the demands of consumers by creating culturally relevant products and experiences that involve the different collectives promoting fashion and culture. ” In addition to rethinking its catwalk strategy, the school also plans to generate more “experiences” both online and physically to connect with its consumers.
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