Calvin Klein (CK for short) is an American fashion brand founded in 1968. The founder is the designer of the same name Calvin Klein. He has won four famous clothing awards in a row; its founder Calvin Klein was born in New York, USA in 1942 and studied at the famous Fashion Institute of Technology (F.I.T.) in New York. "I want the purest, simplest and most fashionable." - This is the spirit of Calvin Klein. His designs are inspired by the pursuit of nobility in human nature and are based on the interpretation of the values ????that humans pursue most: love, eternity and sharing. CK (Calvin Klein) Brand Profile:
Country: United States
Year of Creation: 1968
Founder: Calvin Klein< /p>
Current designer: Francisco Costa
Product series: high-end women's wear, high-end men's wear, jeans, casual wear, socks, underwear, pajamas, swimwear, perfume, Glasses, home furnishings, etc.
Design style: minimalist, sexy, American relaxed elegance
From the establishment of his own company in 1968 to the present, Calvin Klein has dominated the fashion industry For forty years, he has enjoyed a great reputation and is considered a representative figure of today's "American fashion". He believes that today's "American fashion" is "modern, minimalist, comfortable, gorgeous, casual yet elegant." Since its rise in the 1970s, the consistent modern urban style has been deeply loved by tasteful groups. Calvin Klein's works are clean and meticulously tailored, showing a simple and neat fashion style in elegant, neutral-toned fabrics, which is also Calvin Klein's design philosophy. He said: "I also found that the essence of American style also has international characteristics. Just like New York, it is not a typical American city, but a typical international city. The same is true for London, Tokyo or Seoul. Living in People in these cities respond to my designs because their lives and needs are very similar. No matter where they live, modern people have their own universality. ”
1968. , Calvin Klein launched 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 styling not only captured the hearts of buyers and fashion media The affirmation and a comfortable and pleasant attitude towards dressing will lay the foundation for a huge fashion industry in the future.
Calvin Klein likes a clean and perfect image, so it is also reflected in its clothing. It uses natural materials such as silk, satin, linen, cotton and wool, paired with neat tailoring, to present a noble style that remains to this day. Never changes. Calvin Klein has a very keen sense of fashion. In the late 1970s, Calvin Klein launched an original denim series, using the beautiful baby Brooke Shields as the spokesperson, and said in the TV commercial: "There is nothing between me and my Calvin." No!" These provocative words immediately stimulated an increase in sales. Similarly, the Underwear underwear series released in 1982, paired with advertisements with provocative images (such as Marco Wahlberg), changed the world's perception of underwear and became a fashion that everyone is pursuing. Perfume is undoubtedly the representative work 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 broke the concept of gender barriers. Let the brand career reach its peak again.
"Minimalist style" is Calvin Klein's "registered trademark" in design, and it is also a popular trend today. But when "minimalist style" is no longer a popular trend, will it change? ? Regarding this question, the confident Calvin Klein once said, "I think my design philosophy is more towards modernism, and I will continue to focus on aesthetics - tending to emphasize a pure, simple, relaxed and elegant spirit. I always try to express Pure, sexy, elegant, but I also strive to be consistent and true to my dreams.
I think people will understand better what I want to present, and they will appreciate it and respond positively to it.
Advertising is the best focus for Calvin Klein to express its creativity. Since its launch, the "sexiness" presented by the strong visual impression has been synonymous with Calvin Klein's advertising, and Calvin Klein is also very good at shaping character images. Supermodels such as Christy Turlington and Kate Moss, who have become famous through him, are both famous. Calvin Klein is very fond of nude images. Whether in underwear, fashion or perfume advertisements, models can often be seen naked or semi-nude. The provocative visual impression is very sexy but not vulgar. Therefore, Calvin Klein always remains at the forefront of popularity. Wire.
One of the important styles of Klein's products is sexy, so this feature is fully utilized in his advertisements: his advertisements often use nude portraits, aiming to create a perfect and artistic look. image; but sometimes Klein also plays around with the edges. For example, in its underwear advertisements, it used an underage female model to pose in erotic underwear, which caused a lot of controversy and was also criticized by the British Advertising Standards Agency. interference. Sexiness in Calvin Klein's concept is diverse, so the skinny and decadent past of the past have been missing from his recent advertisements, replaced by a group of energetic, youthful and healthy young people with bright smiles, that passionate Charm easily captures the hearts of consumers.
Calvin Klein said that he wants to design clothes for modern women who are active in social life and family life, and seek a balance between them. They are a group of women who value their souls, look kind and kind, but don't spend much time in front of the full-length mirror. They want an effortless, casual yet elegant look and I believe this is where fashion will be in the future. In terms of appearance, Calvin Klein women are fresh, naturally beautiful, and not unreally charming.
In 2003, Calvin Klein experienced a major change. Due to the equity sale, Italo Zucchelli and Francisco Costa served as the men's and women's design directors respectively. Calvin Klein himself retired behind the scenes as the design soul and had important Strategy and decision-making power, but judging from the spring and summer of 2004, the two still continued the spirit of Calvin Klein and made the classic style immortal.