Calvin Klein

Abbreviated as C.K (1968-USA.)

Calvin Klein has three major brands: Calvin Klein, CK Calvin Klein, and Calvin Klein Jeans. It also deals in casual wear, socks, underwear, pajamas, swimsuits, perfumes, glasses, home furnishings, etc. The most impressive thing about Calvin Klein is its unique marketing techniques. It reinterprets jeans, underwear, perfume, and naked or semi-nude images from a modern perspective, constantly teasing the audience's vision, and equating sexiness with the Calvin Klein brand image. No. , which started a whirlwind in the 1970s and 1980s.

Calvin Klein was born in the Bronx, New York, USA in 1942. After graduating from the famous New York Fashion Institute of Technology (F.I.T.) in 1962, he worked as a design assistant and freelance designer. In 1968, he founded the Calvin Klein brand. Calvin Klein advocates minimalism and a modern urban feel. It uses a large number of natural materials such as silk, satin, linen, cotton and wool, combined with neat tailoring and neutral colors, to present a clean and perfect image, which also establishes Calvin Klein's design. keynote. In the early days of design, Calvin Klein launched simple and elegant suits and jackets, which were immediately favored by New York department stores, making Calvin Klein famous. Later, Calvin Klein's simple lines and restrained design created a comfortable and pleasant dressing attitude. , coupled with its simple style and easy mass production, it was deeply loved by the middle- and upper-class urban tastemakers at that time.

In the late 1970s, Calvin Klein launched a new denim series, with beautiful baby Brooke Shields naked as the spokesperson, and said in the TV commercial: "There is nothing between me and my Calvin." ! "The provocative words connected sexiness with CK jeans, which greatly stimulated sales. Afterwards, with the Underwear underwear series released in 1982, CK used charming advertisements to push underwear from a must-have item in daily life to the fashion stage that everyone pursues. Perfume is another highlight of Calvin Klein. Obesession, Eternity and Escape in the 1980s added many topics to Calvin Klein. The cK One unisex perfume first launched in 1994 and the subsequent cK be once again successfully provoked gender barriers. The concept makes Calvin Klein reach the top again.

In 2003, New York's PVH Group acquired Calvin Klein. Calvin Klein himself stepped back behind the scenes, and Italo Zucchelli and Francisco Costa became the design directors of men's and women's wear. However, the design series launched by new designers in the past year or two have It seems that the two still inherit Calvin Klein's consistent urban simplicity spirit and maintain the CK classics.