Across The Universe

Raf Simons sticks to his guns as he catapults Calvin Klein into the future.

- Chia Wei Choong

REINVENTING A BRAND as storied as Calvin Klein is no mean feat. Where others have failed, Raf Simons has created a recognisable identity in the span of two years that he has served as chief creative officer. The latest #MYCALVINS campaign, which features America’s first family of fashion The Kardashians, is as controversial as it is impactful. It is drawing the kind of response that some of the brand’s earlier campaigns achieved, like the iconic ad featuring a teenaged Brooke Shields delivering the infamous line: “Do you know what comes between me and my Calvin’s? Nothing.”

While the Kardashians’ hype has been criticised as shamelessly self-manufactured, their relevance in pop culture and influence over millions of followers is undeniable. Tapping on their fame not only makes good business sense but cements Calvin Klein as the icon of Americana.

The main line CALVIN KLEIN 205W39NYC (the coordinates of its headquarters in New York) is where Raf Simons presents his overarching vision for the brand. Think of it as an incubator of ideas that gets translated into the other lines in the universe, which comprises Calvin Klein Jeans, Calvin Klein Underwear, CK Calvin Klein and his latest foray, an athletic wear collection called Calvin Klein Performance.