Calvin Klein
Creative Direction
art direction
Design
strategy
In 2017, Calvin Klein partnered with Lloyd&Co to take the brand to the next level, evolving it from an American fashion house to an American institution with wider cultural significance and deeper emotional relevance.
Under the direction of Raf Simons, Calvin Klein and Lloyd&Co collaborated to ignite a new era and energy for the brand. Part pop culture icon, part artistic storytelling, we created a world where American tradition, history and values found new meaning in modern brand experiences.
#MYCALVINS
By looking to contemporary culture and defining our unique role in shaping it, we were able to arrive at the Creative Platform on which to build unified consumer-first experiences for CALVIN KLEIN. Seeing a current vacuum of relevance, bravery and provocation in the designer landscape, we started by looking at the key cultural themes shaping our audience’s world.
