See Raf Simons' First Collection for Calvin Klein

Stella McCartney menswear SS17.
New director, new mood.

Surprise!  This week has already started off with a bang, as Calvin Klein has just unveiled their new brand direction under newly minted creative director Raf Simons.  Fashion fanatics have been waiting for months to get a first look at Raf' designs for the brand, and finally, it's arrived in the form of a new "Calvin Klein By Appointment" campaign.

What does it mean? A description on the brand's Tumblr page reads, "A new departure for Calvin Klein: The NYC atelier’s celebrity by-appointment service becomes an individual line."  Evidently, Raf's arrival has ushered in a certain sense of elevation for CK; recently most well-known for their star-studded underwear ads, it appears as though - not unsurprisingly - the former Dior and Jil Sander director intends to protect the brand's identity (hence the famous underwear resurfacing in each diptych), whilst merging it with a new, high fashion energy.  This would explain the duality of the images as well as the open invitation for fans of the brand to seek celebrity-esque appointments to see the collection in New York; an Instagram caption directs those seeking times to contact "byappointment@ck.com."  Certainly, this campaign signals a recent trend in fashion towards direct to consumer retail, marketing an experience that is equally authentic and exclusive.

Raf's first runway show for Calvin Klein will happen at New York Fashion Week on February 10 at 10:00am EST, combining both mens and womenswear collections.







Main Image via Calvin Klein

Read more: How Gen-Z took over the fashion industry this year, plus this is the best career advice we've received from our favourite fashion journalists.



~ ABOUT THE AUTHOR ~
Tia Elisabeth Glista is the founding Editor in Chief of Couturesque Magazine.  She is also a textbook Taurus (ambitious, aesthetically-driven, very stubborn) who can at any given time be found listening to BANKS and looking at pictures of puppies.  Click here to follow her on Instagram. 
 

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I founded Couturesque Magazine when I was 15 years old because like many of my peers, I felt ignored and talked down to by all of the other teen fashion publications out there. I figured that at the end of the day, the people who knew the most about my generation, were the people who belonged to it. The fashion industry is becoming increasingly dependent on the creativity of younger voices who challenge the status quo and make us rethink what we wear and why we wear it. And that is exactly what Couturesque set out to celebrate - authenticity, intelligence, originality, and diversity... in other words, what makes Gen-Z tick. Fast-forward to 2016 and we now have a staff of more than a dozen fashion distruptors contributing to our daily content from all around the globe, 100K+ readers following us from Toronto to New York, to London, Copenhagen, Berlin, Tokyo, and Tel Aviv, and a plethora of big-wig industry fans and collaborators. But what matters to us the most is the responsibility that our publication has to make a positive impact in the lives of those who come across it - we stand against retouching our photoshoots and we stand for sharing the beautiful, individual, complex voices of everyone, especially those who feel marginalized by mainstream fashion media. We hope that you love our site as much as we do and that you take the time to follow us (Facebook / Twitter / Instagram / Pinterest / Tumblr / Snapchat / YouTube) throughout our journey to make fashion accessible to the powerful young adults of today.

xo,
Tia Elisabeth Glista
Editor in Chief