In anticipation of Calvin Klein’s first collection under the leadership of Raf Simons, the brand has announced the launch of a made-to-measure clothing and accessories service available to the general public.
The made-to-measure service will allow customers and CK fans to shop the 14-piece custom collection designed by Raf Simons during private showroom appointments. Calvin Klein has offered this service in the past, but only for celebrity and VIP clientele.
The idea behind the service is to focus attention away from the underwear and jeans lines now synonymous with the Calvin Klein brand in order to shine a light on the Calvin Klein atelier and its artisan expertise and tailoring skills. “Calvin Klein is not only about iconic underwear and jeans – it’s about so much more,” said Simons in a short statement about the bespoke concept.
To get out the message, the ad images for CK by Appointment are designed as a two-page spread juxtaposing a photo of the iconic Calvin Klein men’s briefs and designer pieces from the Calvin Klein By Appointment collection.
The campaign for the made-to-measure line was fronted by a crew of celebrity faces in fashion and film. ‘Stranger Things’ star Millie Bobby Brown appears in some of the spreads, as do top models Abbey Lee Kershaw, Natalie Westling, and Lineisey Montero.
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