Calvin Klein
FW 2024
Global Concepts
As the Global Concepts team at Calvin Klein, we had the privilege of creating the seasonal narratives for our iconic brand. We would begin brainstorming our seasonal concepts by asking questions such as, What can our brand highlight and address in our ever-changing society? What will be important to our customers next year? Who are the customers we want to speak to? For our FW24 season we identified that many of our customers would be returning to a new normal after recent global upheavals, returning to metropolitan cities, and reentering office life, but all with a new exuberance and inner light.
Through consumer research, we identified the customers we wanted to speak to and developed the copy for the seasonal narrative. For inspiration, we spent time exploring our Midtown neighborhood, looking at how light would reflect off the office buildings, going to museums, and looking through our brand archive for swipes. And finally, to visually share our seasonal narrative with our design teams, we produced photoshoots of stylized looks that highlighted the garments, materials, accesories and colors that we would need in our FW24 products to tell our seasonal narrative to our customers.
Through consumer research, we identified the customers we wanted to speak to and developed the copy for the seasonal narrative. For inspiration, we spent time exploring our Midtown neighborhood, looking at how light would reflect off the office buildings, going to museums, and looking through our brand archive for swipes. And finally, to visually share our seasonal narrative with our design teams, we produced photoshoots of stylized looks that highlighted the garments, materials, accesories and colors that we would need in our FW24 products to tell our seasonal narrative to our customers.
