It was speculated that Simons’ noncompete at LVMH expired in July, making the move to the PVH-owned Calvin Klein a possibility. Then again, the brand is likely also attempting to modernize, appeal to younger customers and better insert Simons’ sleek high-fashion aesthetic into the bra section of your local Macy’s.
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This morning, Calvin Klein announced that Simons, who most recently served as women’s creative director for Christian Dior Couture, would be the new chief creative officer for the storied American brand. The rollout comes on the heels of the recent news that Dior had replaced Simons with Valentino co-creative director Maria Grazia Chiuri and formalizes a new intention to unite all Calvin Klein brands under “one creative vision”. His first collection for the United States fashion brand is set to debut in time for the Fall 2017 season.
Simons’ appointment as chief creative officer confirms Calvin Klein’s game plan to combine the CK brands under one creative vision as part of its new global strategy, which Business of Fashion first reported.
“This new leadership is meant to further strengthen the brand’s premium positioning worldwide and pave the way for future long-term global growth”, the company said in its statement. He will also oversee all areas of the brand’s design, global marketing and communications and visual creative services.
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RAF SIMONS has been formally appointed as chief creative officer at Calvin Klein, filling the vacant position left by Francisco Costa in April. Product lines under the various Calvin Klein brands include women’s dresses and suits, men’s dress furnishings and tailored clothing, men’s and women’s sportswear and bridge and collection apparel, golf apparel, jeanswear, underwear, fragrances, eyewear, women’s performance apparel, hosiery, socks, footwear, swimwear, jewelry, watches, outerwear, handbags, small leather goods, and home furnishings (including furniture). Though the company has been hugely successful in recent years, noting in a Facebook post today that it plans to hit a $10 billion retail sales goal in the coming year, up from last year’s .2, switching things up with this new autocratic model might be risky. And not since Calvin himself was at the helm of his eponymous brand (he retreated from the design process with the label’s sale in 2002) has one man (for it’s always been designed by men) had total creative dominion. “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”.
