Heron Preston drops a new creative partnership with Calvin Klein in his new collection for the brand, featuring minimalist casual base clothes, like T-shirts, hoodies and denim. The collection goes live today.
Heron Preston have been known as a streetwear designer, creating everyday looks with uniforms and utility elements – that is why his collaboration with Calvin Klein, the iconic denim and underwear brand. The collection’s theme comes alive as a minimalist canvas that brings out personality of the wearer. The baseline pieces can be matched with any style and come as versatile pieces as an addition to any wardrobe. The design and approach to the collection is minimalist yet not simplistic: Preson’s signature vision is seen in raised ribbing and stitching that almost looks 3D. A perfect balance between Calvin Klein’s brand DNA and Preson’s creative eye, the collection caters to body and identity inclusivity.
“This goes beyond just a normal collaboration. I call it a collaboration 2.0., as the work we did, and how we did it, goes beyond just product design and placement,” said Preston. “We tried to reshape and develop a new business language, while still fully embracing and respecting Calvin Klein’s culture, experience and history.”
Jacob Jordan, Global Chief Merchant, Head of Product Strategy & New Product Ventures, who joined Calvin Klein in the spring of 2020, sees this type of collaboration as a new way forward for the brand. “We have this idea of working with different visionary and creative people to help tell a Calvin Klein story through the lens of their perspective on, or experience with the brand. I see this project as a first step; it’s a reawakening for the brand, moving us closer in our connection to culture and creativity. It is about forming interconnected partnerships who can help us tell our story in a way that maybe we couldn’t on our own” said Jordan.
The photo and video campaigns shot by Renell Medrano and Rubberband feature influencers and friends of the brand, like Kaia Gerber, Ashley Graham, Nas, and Lil Uzi Vert. The mood of the campaign reflects the style of the classical Calvin Klein shots.END
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createdAt:Fri, 23 Apr 2021 14:28:19 +0000
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