Calvin Klein has always been about minimalism. They made wearing jeans sexy, made sexy look effortless, and turned basics into something cool—all thanks to their genius (and often provocative) ad campaigns. From Brooke Shields’ controversial Calvin Klein Jeans ads in the '80s to Jeremy Allen White’s jaw-dropping Spring 2024 underwear campaign, Calvin Klein wasn’t just selling clothes or underwear; they were selling an image, and everyone wanted to be part of it. Owning a pair of Calvins wasn’t just about fashion—it was about status, attitude, and being one of the cool kids.
But behind the campaigns and the cultural moments is a brand that has continuously evolved, adapting to new creative visions while staying true to its effortlessly cool DNA. Let’s take a look at the history of Calvin Klein and the designers who shaped its legacy.
A Brief History of Calvin Klein
Calvin Klein and his childhood friend Barry Schwartz launched the brand with a $10,000 loan, focusing on sleek, high-quality coats and dresses. Their clean aesthetic quickly gained attention, landing them a spot at Bonwit Teller, a prestigious New York department store. It was the start of a fashion revolution that embraced simplicity over excess.
By the early '70s, Calvin Klein expanded into ready-to-wear, pioneering a pared-down, modern aesthetic that resonated with the era’s changing attitudes. In 1973, Calvin won his first Coty American Fashion Critics’ Award, becoming the youngest designer to do so—he was 30 years old at the time. The decade also saw the rise of his sleek, impeccably tailored separates—an early glimpse of the brand’s future dominance in minimalist fashion.
The launch of Calvin Klein Jeans in 1978 turned denim into a high-fashion statement. Then, in 1980, a then-15-year-old Brooke Shields posed in a now-iconic ad, uttering the unforgettable line: "Nothing comes between me and my Calvins." The campaign was equally daring and controversial, as it was successful.
The brand also revolutionized men’s underwear, transforming it from an afterthought into a must-have style statement. Those famous waistband briefs, often seen peeking out from low-slung jeans, became a defining piece of the decade.
With Kate Moss and Mark Wahlberg fronting its campaigns, Calvin Klein owned the ’90s. The brand’s aesthetic became synonymous with effortless cool—slim silhouettes, neutral tones, and an understated sensuality that defined the decade. The launch of CK One in 1994, a fresh, androgynous fragrance, only reinforced Calvin Klein’s ability to capture the zeitgeist.
After selling the company to PVH Corp. in 2002, Calvin Klein himself stepped back, making way for new creative leadership. Over the years, designers like Francisco Costa and Raf Simons put their own spin on the brand’s DNA, maintaining its sleek, contemporary edge while experimenting with new concepts.
Today, Calvin Klein remains at the forefront of fashion, embracing digital-first campaigns and tapping into the cultural power of influencers and celebrities. With bold, inclusive messaging and an ever-relevant take on modern minimalism, the brand continues to shape fashion and pop culture, proving that its legacy is far from fading.
The Designers and Creative Directors Who Shaped Calvin Klein
Around the same time as PVH Corp.'s acquisition of Calvin Klein, Francisco Costa took over as the Women's Creative Director, having worked alongside Calvin before his departure. Then in 2004, Italo Zucchelli, previously of Jil Sander and Romeo Gigli, became the Men’s Creative Director, bringing a sharp, modern touch to the brand’s menswear.
In 2016, both Costa and Zucchelli exited, making way for Raf Simons, who took on the role of chief creative officer. Pieter Mulier joined as creative director, helping execute Simons’ vision across all collections. However, Simons’ time at the brand was short-lived as he left in 2018.
Following his departure, Calvin Klein saw further shifts in leadership. Jessica Lomax was appointed Global Head of Design in 2020, guiding the brand’s creative direction across all divisions. Most recently, in 2024, Veronica Leoni was named creative director of the revived Collection line, marking yet another evolution for the brand.
Filipino Celebrities in Calvin Klein
Maris Racal
To celebrate her 25th birthday, Maris chose a Calvin Klein-inspired photoshoot. Shot by BJ Pascual and styled by Adrianne Concepcion, the singer-actress showcased her sultry side as she bid adieu to her early 20s.
BJ Pascual
Celebrity photographer BJ Pascual attended Calvin Klein's Fall 2023 event in Tokyo, where he showcased a versatile Calvin Klein capsule wardrobe, effortlessly transitioning from day to night during his three-day trip.
David Licauco
For the October 2023 cover of Preview, cover star David Licauco also wore Calvins. Fun fact: He loved the fit of the jeans so much that he ended up buying them after the shoot.
Chie Filomeno
For a casual OOTD, Chie Filomeno made a case for Calvin Klein's basics, pairing the iconic sports bra with a black leather jacket and a pair of joggers.
SHOP: Calvin Klein Must-Haves
Modern Cotton Lift Bralette Gray, P3550, CALVIN KLEIN, Rustan's
Modern Cotton Sleep Shorts Gray, P3550, CALVIN KLEIN, Rustan's
Monogram T-Shirt Brilliant White, P5250, CALVIN KLEIN, Rustan's
Trucker Jacket Pacifico, P12,650, CALVIN KLEIN, Rustan's
90s Straight Denim Jeans Pacifico, P11,250, CALVIN KLEIN, Rustan's
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