Country: USA
Date of establishment: 1968
Founder: Calvin Klein
Current designer: Francisco Costa
Product series: high-end women's wear, high-end men's wear, jeans, casual wear, socks, underwear, pajamas, swimsuits, perfumes, glasses, home accessories, etc.
Design style: simple, sexy, American relaxed and elegant.
From 1968 to now, Calvin Klein has been in the fashion world for 40 years, enjoying a high reputation and being regarded as the representative of today's "American fashion". He believes that today's "American fashion" is "modern, minimalist, comfortable, gorgeous, casual and elegant". Since its rise in the 1970s, the consistent modern urban style has been deeply loved by tasters. Calvin Klein's works are clean and well-tailored, showing a simple and neat fashion style in elegant and neutral fabrics, which is also Calvin Klein's design concept. He said: "I also found that the essence of American also has the characteristics of internationalization. Just like new york, it is not a typical American city, but a typical international city. The same is true of London, Tokyo or Seoul. People living in these cities will respond to my design because their lives and needs are very similar. Modern people have their universality no matter where they live. "
1968, Calvin Klein introduced women's coats for the first time, which was immediately favored by new york department stores and placed a large number of orders, making Calvin Klein famous. After that, Calvin Klein's clean lines and restrained design not only won the recognition of buyers and fashion media, but also laid the foundation for the huge fashion industry in the future.
Calvin Klein likes a clean and perfect image, so it is also shown in clothes. It is made of natural materials such as silk, satin, hemp, cotton, wool, etc. It is neatly cut and shows a noble style, which has never changed until today. Calvin Klein has a keen sense of fashion. In the late 1970s, Calvin Klein launched an original cowboy series, featuring the beautiful baby Brooke shields, and said in a TV advertisement: "There is nothing between Calvin and me!" If it is very sultry, it will immediately stimulate sales. Similarly, the underwear series published by 1982, with highly inflammatory advertisements (such as Kyle Warburg), has changed the global cognition of underwear and become the fashion pursued by all. Perfume is undoubtedly Calvin Klein's masterpiece. In 1980s, Obesession, eternity and escape added many topics to Calvin Klein, while cK One neutral perfume, which was first launched in 1994, and cK be later broke the concept of gender barrier and made the brand career climb to the peak again.
Minimalist style is Calvin Klein's "registered trademark" in design, and it is also a popular trend at present. But when minimalist style is no longer a popular trend, will it change? When answering this question, the confident Calvin Klein once said, "I think my design philosophy tends to modernism, and I will continue to focus on aesthetics-I tend to emphasize a pure, simple, relaxed and elegant spirit. I always strive to be pure, sexy and elegant, and also strive to be unified in style and loyal to my dreams. I think people will know more about what I want to present, and they will appreciate it and respond positively.
Advertising is the best focus of Calvin Klein's creativity. Since its launch, the strong visual impression of "sexy" has been synonymous with Calvin Klein's advertisement, and Calvin Klein is also very good at shaping characters. Through his single-handedly winning supermodels such as Christy Turlington and Kate Moss, both of them became popular. Calvin Klein prefers nude photos. Whether in underwear, fashion or perfume advertisements, models are often naked or semi-naked, and the sultry visual impression is very sexy but not vulgar, which makes Calvin Klein walk at the forefront of fashion at any time.
An important style of Klein's products is sexy, so this feature is fully displayed in his advertisements: his advertisements often use nude portraits to create perfect and artistic images; But Klein sometimes plays some marginal games. For example, in her underwear ads, a female model who looks like an underage girl posed with exposed pants, which caused great controversy and was interfered by the British Advertising Standards Agency. There are many kinds of sexiness in Calvin Klein's concept, so recently his advertisement has been replaced by a group of energetic, young, healthy and smiling young people. That kind of enthusiastic charm can easily capture the hearts of consumers.
Calvin Klein said that he would design clothes for modern women who are active in social life and family life, and find a balance among them. They are a group of women who value their hearts and look kind, but don't have much time to spend in front of the mirror. They want a relaxed, casual and elegant dress, which I believe is the trend of fashion in the future. As far as appearance is concerned, Calvin Klein is fresh, natural and beautiful, not an illusory charm.
In 2003, Calvin Klein had a major change. Due to the equity sale case, Italo Zucchelli and Francisco Costa served as the design directors of men's wear and women's wear respectively, and Calvin Klein himself retired from the background as the soul of design and had important strategic and decision-making power. But since the spring and summer of 2004, they have continued Calvin Klein's spirit and made the classic style immortal.