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MARKETOne of the most iconic names in the fashion industry is Calvin Klein. Born in the Bronx, New York, the designer became known for a minimalistic approach that sparked a sharp shift towards streamlined clothes for women in the 1970s. From his humble beginnings, Calvin Klein managed to create an award-winning brand with multiple sub-divisions - womenswear, underwear, perfumes, jeans and cosmetics, among them - and a reputation for provocative advertisements.

Calvin Klein, Inc, a wholly owned subsidiary of PVH Corp, is one of the leading fashion design and marketing studios in the world. It designs and markets women’s and men’s designer collection apparel and a range of other products that are manufactured and marketed through an extensive network of licensing agreements and other arrangements worldwide.

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).

Currently Calvin Klein designs are available in over 100 countries around the world.

ACHIEVEMENTSOver the years Calvin Klein has been recognised by the fashion industry as being one of the iconic designers of the age. Amongst the many accolades received are:l Coty Award - 1973,1974,1975l Council of Fashion Designers of America Award - 1982,1983,1986l CDFA (Council for Fashion Designersof America) award - 1993l America’s Best Designer of 1993 Award.

HISTORYOne of the most iconic brands of the twentieth century got its start in 1968, when aspiring young designer Calvin Klein wheeled a rack of impeccably tailored coats up New York’s 7th Avenue with department store buyers. By the mid 1970s, he was winning accolades for his clean, modern sportswear. A pioneer of designer denim, the label rocketed to prominence in the 1980s and 90s, when it became as well known for its logo-centric branding and unforgettable ad campaigns as for its confidently minimal “heroin chic” aesthetic.

Current creative directors Francisco Costa and Italo Zucchelli took over women and men’s design duties in 2003 and 2004, and have continued to develop Calvin Klein’s aesthetic of confidence, understatement, and perfected minimalist tailoring. Still one of the highlights of Fashion Month, Calvin Klein Collection is as directional and aspirational as ever.

PRODUCTThe Calvin Klein Collection’s SS16 show was one steeped in nostalgia. Their current obsession with the early ’90s is manifested in the red-hot slip dress trend of this season. Gone is the pretentious perfection of the past - with dangling extra straps and fraying hems, a more deconstructed look takes over. While history repeats itself in the minimalistic silhouettes, the prints showcase a

new side of Francisco Costa’s vision. The label’s signature pale hues were still present but were amplified by a stunning floral print on everything from the blouses to those platform sneakers that we personally can’t wait to wear.

A classic silk slip is featured in this year’s collection with raw edges and chain embellishments along with a beautiful range of leather slips and the combined option with both silk and leather. Not too far from the label’s traditional dress designs, there was a geometry to the designs with folds creating interesting patterns at the front. Ribbons of fabric in the style of the pull tabs seen on harnesses and backpacks, giving them an industrial feel. Trench coats featured throughout the collection, shown in both leather and nubuck. The palette was classically neutral for Calvin Klein.

PROMOTIONCalvin Klein, has presented the company’s Spring 2016 global multimedia advertising campaign. A brand with roots in creating revolutionary advertising, this campaign marks an evolution in Calvin Klein’s stance of provocation and embrace of youthful culture. For the first time, each of the Calvin Klein brands - Calvin Klein Collection, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear - are presented together in compelling images and video featuring a provocative blend of talent.

Shot by avant-garde photographer and filmmaker, Tyrone Lebon, the visually striking global campaign presents a diverse and democratic cast that ranges from global superstars, actors, musicians, activists and models to street cast unknowns, often juxtaposed together. Those featured include Grammy nominated, 30-time

l Calvin Klein won the America’s Best Designer of 1993 Award.l Calvin Klein designs are available in over 100 countries around the world.l Calvin Klein is known for its logo-centric branding and unforgettable ad campaigns.l Calvin Klein has 7 Lifestyle stores in GCC.

THINGS YOU DIDN’T KNOW ABOUTCALVIN KLEIN

platinum selling phenomenon Justin Bieber; American model and social media star Kendall Jenner; 11-time Grammy nominated hip-hop recording artist Kendrick Lamar; British artist, musician and director FKA twigs; Grammy nominated, platinum selling hip-hop recording artist Fetty Wap; breakout Danish actress Klara Kristin; independent hip-hop recording artist Joey Bada$$; Australian actress, model and musician Abbey Lee Kershaw; British model and activist Adwoa Aboah, Dutch artist, author and model Saskia de Brauw; indie music artist Destiny Frasqueri; and Korean model and up-and-coming music artist Sung Jin Park. The street cast up-and-comers include Daniel Hivner, Jan Gatewood, Aiden Dare, Rene Ferry, Sophia Tatum, Laura Sorensen and Petra Lajuan.

In the spirit of a creative factory, Lebon collaborated with a new generation of fellow photographers Harley Weir, Jamie Hawkesworth and Tobin Yelland, as well as Calvin Klein veteran photographer David Sims. Lebon’s father and brother, veteran photographer Mark Lebon and emerging filmmaker Frank Lebon, worked together with Tyrone as a family to capture the global campaign from a documentary perspective. The team of creators focused on a mix of offerings from the Spring 2016 lines of all the Calvin Klein brands, as well as imagery dedicated to each of the brands. A combination of photography and video, these creative works will be released through the Spring 2016 season.

The Spring 2016 campaign takes #mycalvins out of the bedroom, representing an evolution of the Calvin Klein brand’s acclaimed omnichannel initiative, which originated with individuals posting selfies on social media in Calvin Klein Underwear and Calvin Klein Jeans and tagging #mycalvins in

the image caption. Beginning with the new call to action, “I _________ in #mycalvins,” this campaign moves from the passive, solo moment of the static selfie to live action, supporting the concept that the movement and moments of life are what creates its sensuality. The campaign images are intimate and authentic, taking the long view past the famous faces in them to find the shared human truth at the heart of a generation that prides itself on its purpose and ambition.

“I _______ in #mycalvins” is included as text on the advertising visuals and features a different verb in the phrase with each visual. The call to action will encompass all brands under Calvin Klein and invite the global audience to show how they live their lives in their Calvins.

“This campaign is representative of how culture is evolving as we speak. We’re bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation,” says Melisa Goldie, CMO of Calvin Klein, Inc. “Millennials reject labels when it comes to their own identities, and they want products that are personalised and individual, which we’re achieving as Calvin Klein moves toward further establishing itself as a lifestyle-centric global brand. To do that, we have to recognise that people don’t want traditional one-sided advertising anymore. Instead, they want to participate in campaigns that capture their imagination. With this campaign, we feel we have created something that truly illustrates the future of the brand, and captures the current youth culture zeitgeist.”

With over a billion impressions planned across 26 global markets with a diversified media mix comprised of digital, mobile, print, and outdoor advertising, this campaign will deliver on the unique lifestyle of Calvin Klein. The brand has joined with the #1 global digital music platform Spotify on a cross channel and immersive programme that offers users of the music and video streaming service a dedicated branded profile page with custom playlists and engaging Calvin Klein content.

On the ground, the brand will continue to drive authentic, intimate conversations with “I _______ in #mycalvins” in the landscapes of art, music and film to connect with its audience through key cultural moments when consumers are making memories of their own. This overall approach is indicative of the philosophy and innovation of Calvin Klein’s strategy to engage consumers by being vulnerable and real, and using content to tell stories that forge an immediate, relevant connection, yet remain aspirational and inspiring.

BRAND VALUES The Calvin Klein brand has always embraced an aesthetic focused on modern, urbane sensibilities, focusing its design and delivering unique designs, always faithful to its original aesthetics and style.

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