Calvin Klein wants to be more than just the jeans and underwear brand. They’ve launched Calvin Klein By Appointment – in line with Raf Simons’s refreshed vision for the brand. This sees the brand’s bespoke services, previously reserved for celebrities, extended to general consumers.
Thus far, made-to-order pieces donned for the red carpet during awards seasons have been courtesy of Calvin Klein’s New York atelier. It seems that Simons, who was recently appointed chief creative officer, is vying to restore the 49-year-old brand’s upmarket standing.
“Calvin Klein By Appointment 1-14 is very much about celebrating the American woman and American fashion,” said Simons. Dr. Thomaï Serdari, adjunct associate professor at New York University and a strategist in luxury marketing and branding, says the new Calvin Klein By Appointment will help the brand “elevate the customer’s perception of the brand and also intrigue them with the possibility of something both unique, special and representative of the iconic American style the brand ushered in the past with its collections.”
“It is driven by character,” chipped in the brand’s creative director Pieter Mulier.“It’s about a woman feeling empowered and being her own person in what she wears.”
The service opens to the public on April 1, 2017, and is currently limited to its New York City flagship.
A version of this article first appeared in Luxury Insider.