Calvin Klein moves away from luxury fashion and cancels its prêt-à-porter line

Sad news for Calvin Klein fans: the brand is undergoing a restructuring phase and the news may not please everyone. Recently, the label announced that it will not replace its former stylist, Raf Simons, who left the company 8 months before his contract expires. Now, the end of its prêt-a-porter line 205W39NYC has been announced, and its president, Michelle Kessler-Sanders will be dismissed from the label.

All these actions are a consequence of the company’s new strategy, which seeks to develop an “aspirational” product and wants to bring an “unexpected mix of influences moved at a fast pace.” The brand will also close the activities of its office in Milan, as well as the flagship on Madison Avenue.

In recent years Calvin Klein had a large drop in sales, which fell by 35% in just one year. It is believed that former creative director of the brand, Raf Simons, would have created a very conceptual look for a brand that lives mainly on the sale of jeans and lingerie.

So now Calvin Klein aims to get closer to the “average” fashion consumer and some believe that the brand will have a similar direction to that of Tommy Hilfiger, which is part of the same PVH group and grew by 11% in the last quarter of 2018.