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Calvin Klein unveils new global creative strategy

  • Author:Rachel Xiao Shan
  • Source:fibre2fashion.com
  • Release on :2016-05-13

   American fashion house Calvin Klein, Inc. has announced a new global creative strategy for the company, which will unify all Calvin Klein brands under one creative vision. Francisco Costa, Women's Creative Director, Calvin Klein Collection, and Italo Zucchelli, Men's Creative Director, Calvin Klein Collection, will be leaving the company.

  The strategy comes as part of a global evolution in the direction of the Calvin Klein brand, which began with the reacquisition of its jeans and underwear businesses in 2013. As the company continues to build itself into a $10 billion global retail sales business, this undertaking will further solidify the brand's positioning worldwide and pave the way for future long-term global growth. The new brand direction will ultimately follow one creative vision across all categories of the business. An announcement will be made in due course, it said in a press release.

  Steve Shiffman, CEO of Calvin Klein, Inc. said, “This creative strategy marks the beginning of another significant chapter in Calvin Klein's brand legacy since Klein's retirement. I would like to thank Francisco and Italo for their unwavering commitment to the Calvin Klein brand and their accomplishments over the past decade. They have both contributed immensely to making Calvin Klein a global leader in the fashion industry, and they have done so with dedication, focus and creativity.”

  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.