This Is What A Post-Raf Calvin Klein Looks Like

Farewell Calvin Klein 205W39NYC. Less than a month after announcing the departure of Raf Simons, the brand is implementing changes to quieten the creative director’s vision. The 654 Madison Avenue flagship store, which Simons renovated in 2017, is due to close, the 205W39NYC ready-to-wear line will relaunch under a different name and a new creative direction, and plans are underway to consolidate teams.

Specifics were scarce in the statement released by chief executive officer Steve Shiffman on January 10, but he said that the business model would be "designed to evolve the traditional luxury fashion model by connecting with a diverse range of communities, offering an unexpected mix of influences and moving at an accelerated pace".

The new creative director will be tasked with complying with the new retail plan that Calvin Klein is implementing in the interim between design leads. Shiffman outlined the need for the high-fashion sector of the business to become “digital-first” and reflective of the other strands, including Calvin Klein Jeans and Calvin Klein Underwear, and that it would be unifying resources in North America, such as the men’s sportswear, jeans and e-commerce.

Profit goals are also high for Simons’s successor: "Our industry is witnessing a historic transformation in consumer behaviour which presents a significant growth opportunity as we look to grow the brand to $12 billion in global retail sales over the next few years," said Shiffman.

In place of the Sterling Ruby-makeovers and popcorn-filled catwalks shows, Shiffman suggested that online and in-person “experiences” would be fruitful for generating brand awareness and connecting with customers during this new era.