CALVIN KLEIN — SPRING/SUMMER 2022

CLIENT
Calvin Klein

PROJECT
Spring/Summer 2022 - Collection Design & Product Development

SERVICES
Fashion Design / Collection Development / Creative Research / Colour & Fabric / Print / Knitwear / Product Development / Fit

THE BRIEF

Following the initial repositioning work undertaken for Fall/Winter 2021, 18.01CREATIVE continued its partnership with Calvin Klein for Spring/Summer 2022.

The challenge for the second season was different.

The foundations had been established. Now the opportunity was to evolve them.

SS22 required us to take the emerging brand and product language and interpret it for a new season—retaining continuity while introducing enough change to keep the collection relevant, desirable and progressive.

OUR ROLE

18.01CREATIVE continued to work as an extension of the design process, contributing across creative research, collection development and product design.

Seasonal research provided the starting point.

Ideas were explored through colour, material, silhouette and product, with print, knitwear and detailing developed as part of the wider collection rather than as isolated categories.

At the same time, the fit and product foundations established during FW21 could be refined rather than reinvented.

That continuity allowed more attention to be focused on the character of the season itself.

EVOLVING THE LANGUAGE

One of the challenges of a multi-season design project is knowing when to introduce something new and when to build on what is already working.

For SS22, the objective was evolution rather than reinvention.

We returned to the principles established in the first season and asked how they could change through a Spring/Summer lens.

KEEP → REFINE → EVOLVE → INTRODUCE

This process allowed the collection to move forward while maintaining a recognisable relationship with the product direction established for FW21.

FROM DIRECTION TO PRODUCT

At 18.01CREATIVE, we believe a creative direction only becomes meaningful when it works through product.

Research therefore moved quickly into design.

Colour needed to work across a collection. Fabric needed to support silhouette. Individual pieces needed to make sense within a wider range. Creative ideas needed to survive the realities of development and fit.

By moving continually between the overall collection and the individual garment, we could maintain both creative coherence and product focus.

THE RESULT

Spring/Summer 2022 developed the foundations established during the first season into a broader and increasingly confident Calvin Klein product language for the market.

It also strengthened the working relationship between Calvin Klein and 18.01CREATIVE—moving the project beyond an initial repositioning exercise and into an ongoing design partnership.

EXPERTISE
Fashion Design / Collection Development / Fashion Product Development / Creative Research / Colour & Fabric / Print / Knitwear / Fit