Calvin Klein is synonymous with minimalist aesthetics, provocative advertising, and a distinct understanding of modern fashion. For over 56 years, the brand has evolved into a global powerhouse, marked by groundbreaking collections, controversial campaigns, and enduring commercial success. Calvin Klein’s impact extends beyond clothing, encompassing fragrances, jeans, and underwear, solidifying its position as a lifestyle brand with a calculated point of view.
Calvin Klein’s runway shows consistently set trends, from barely-there slip dresses in the ’70s to the street-inspired looks of the ’90s. His designs, often described as evolving from “snappy cuteness to seductive chic,” resonated with the cultural zeitgeist and cemented his status as a leading force in American fashion. Beyond the runway, Klein’s mastery extended to jeans and underwear, categories that significantly contributed to the brand’s commercial triumph.
Calvin Klein’s advertising campaigns often sparked controversy, pushing boundaries and generating widespread attention. The iconic 1980 campaign featuring a 15-year-old Brooke Shields in Calvin Klein jeans exemplifies the brand’s provocative approach. Klein’s willingness to challenge conventional norms and explore themes of sensuality and sexuality defined the brand’s image and contributed to its cultural impact. He believed in the power of “newness and excitement” in fashion, constantly questioning societal values and pushing creative boundaries.
Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, the company initially focused on coats before expanding into a full range of women’s sportswear in 1973. Klein’s early success was marked by his clean-cut, all-American designs and recognition with prestigious awards like the Coty American Fashion Critics’ Award. The brand’s growth continued with the introduction of menswear, jeans, fragrances, and underwear, each category solidifying Calvin Klein’s position as a comprehensive lifestyle brand.
The launch of Calvin Klein Underwear in the 1980s revolutionized the intimate apparel category, establishing designer-branded underwear as a major market force. The brand’s fragrances, starting with the eponymous Calvin Klein in 1978, achieved iconic status, further diversifying the brand’s portfolio and global reach. Calvin Klein’s innovative approach extended to marketing, with the introduction of the first unisex fragrance, CK One, in 1994, accompanied by a memorable black-and-white commercial.
The brand’s minimalist aesthetic was reflected in its retail spaces, most notably the flagship store on Madison Avenue, designed by British architect John Pawson. This groundbreaking interior influenced retail design for years to come, emphasizing clean lines and a focus on the product. Despite facing controversies and challenges throughout its history, Calvin Klein continued to innovate and evolve.
The acquisition of Calvin Klein Inc. by Phillips-Van Heusen Corp. (PVH) in 2003 marked a new chapter in the brand’s history. Following Klein’s departure, a series of designers, including Francisco Costa and Italo Zucchelli, continued to shape the brand’s creative direction. Raf Simons’ appointment as chief creative officer in 2016 brought a renewed focus on high-fashion, but ultimately proved commercially challenging.
Today, Calvin Klein remains a global force in fashion, continuing to leverage its legacy of minimalism, provocation, and innovative marketing. Recent campaigns featuring global stars like Kendall Jenner and BTS member Jung Kook demonstrate the brand’s ongoing commitment to cultural relevance and its ability to connect with diverse audiences. Calvin Klein’s enduring influence on the fashion industry solidifies its place as a defining brand of the 20th and 21st centuries.
