Calvin Klein - a modern fashion icon
Calvin Klein is an iconic name in the world of fashion. Sleek, minimalist
clothing, luxurious perfumes, and unforgettable advertising campaigns are all
things that are associated with the popular brand. From its beginnings as a
small line of coats and dresses, the Calvin Klein brand has developed into a
myriad of products including menswear, womenswear, lingerie, home furnishings,
eyewear, swimwear and the highly successful line of Calvin Klein perfumes for
men and women.
Born to immigrant parents in 1946, Calvin Klein was raised in a middle class
Jewish neighborhood in the Bronx, New York. He lived a comfortable life with his
two siblings, parents and grandmother and was encouraged to pursue his passion
for art and design from a young age. Attending the High School of Art and Design
in New York, Klein went on to study at the prestigious Fashion Institute of
Technology in Manhattan.
After graduating from FIT and working as an apprentice for a coat and suit
house in NYC, Klein and his business partner launched the Calvin Klein
collection, which at that time consisted of coats only. They debuted at the
retailer Bonwit Teller with rave reviews, and Klein followed it up with a line
of sportswear which was also a hit. However, the brand gained mass success when
Klein launched his designer jeans line in the 70s, complete with branded pockets
and a sexy slim cut. These were not just jeans, they were “Calvins”. It was at
this time that he also learned the power of provocative advertising, with his
infamous ad campaign featuring a 15 year old Brooke Shields cooing, “Nothing
comes between me and my Calvins”.
Shortly after the success of the denim line, came Calvin Klein underwear.
Through branding and controversial advertising, Klein created an undergarment
empire based on simple cotton boxers and briefs for men and women. It was the
first time that boy cut briefs were made for women, and with the help of risqué
advertisements featuring semi naked supermodels Kate Moss, Christy Turlington
(and later Mark Wahlberg for CK men’s underwear), the Calvin Klein underwear
business was hugely successful, and still is to this day. Klein’s mixture of
innovative design and provocative advertising was fast becoming the secret of
his success.
In 1985, another milestone for the Calvin Klein brand occurred with the
launch of their first fragrance, Obsession.
Eternity followed in 1988, and
Escape thereafter in 1991. Men’s versions of these fragrances were also created,
and another first in the fashion world occurred when CK One – the first unisex
fragrance- was launched in 1994. This was a revolutionary fragrance, not only
for its smell that appealed to men and women, but also because of the edgy,
undeniably cool advertising campaign that was used to market it. Ck Be, another
unisex fragrance, was the follow up to Ck One, and both enjoy popularity to this
day. Newer additions to the Calvin Klein fragrance line are Contradiction, Truth
and Euphoria.
Designer and marketing genius, Calvin Klein is a fashion icon. A trendsetter
and maverick designer, his sleek clothing, sexy underwear and intoxicating
fragrances ensure the Calvin Klein brand will enjoy success for many generations
to come.
Quote:
'The best thing is to look natural, but it
takes makeup to look natural.' Calvin Klein |
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