Calvin Klein has announced the appointment of Veronica Leoni as the new creative director for its mainline collection, which had been temporarily shuttered in 2018. Renowned for its minimalist aesthetic, Calvin Klein is now aiming to refocus on its high-end line under Leoni’s artistic vision and strategic leadership.
It has been two decades since Calvin Klein sold the label to PVH. In the 1990s, Calvin Klein was a master of marketing, transforming everyday necessities like underwear and jeans into desirable objects synonymous with sex appeal and self-confidence. Perfumes were also a major part of his marketing strategy. By labeling his fragrance as unisex, he achieved tremendous success, with everyone wanting a piece of CK to feel sexy. The products sold rapidly because they were functional and easy to wear, but also carried a touch of happiness and luxury. Calvin Klein’s minimalist approach focused on attitude and pure function, framed within the realm of accessible luxury. Collaborations with iconic models such as Kate Moss and other celebrities of the 90s solidified the brand's status, creating a kingdom that will be challenging to reclaim.
Now, all eyes are on Veronica Leoni as she steps into this pivotal role. How she will blend her artistic vision with the brand’s legacy and strategic business decisions remains to be seen.
