From its start as an innovative rule-breaker to teetering on the edge of irrelevance, Calvin Klein’s journey has been one of resilience. Over almost six decades, the brand has mostly avoided drastic transformations but always finds a way to stay in the game. So, what keeps it going after all these years? Let us take a closer look.

Calvin Klein carved its niche with minimalist designs, favouring clean lines, muted colours, and sleek silhouettes. This approach cemented it as a frontrunner in American fashion, and today, the brand sticks to these essentials, offering timeless wardrobe basics.

Equally essential to its success has been Calvin Klein’s bold advertising. The brand’s provocative campaigns — featuring stars from Brooke Shields and Kate Moss to Jeremy Allen White — have stretched boundaries and tapped into the cultural zeitgeist while staying true to its heritage. They are just iconic.

Calvin Klein has weathered its fair share of challenges. The brand nearly hit bankruptcy in the early ’90s but managed to pull through and eventually boost profitability. In the late 2010s, the label even ventured to take a detour and explore a high-concept direction with Raf Simons at the helm. The Belgian designer brought European flair to the American brand and gave Calvin Klein a premium image with 205W39NYC runaway line, drawing inspiration from art and American culture.

While critics were intrigued, the main Calvin Klein’s clientele, more interested in jeans and underwear than avant-garde fashion, wasn’t entirely on board. With sales reflecting this, the brand soon shifted gears returning to a more commercially focused strategy — alongside its signature provocative campaigns, of course.

Ultimately, Calvin Klein has found its sweet spot by staying true to its identity while making just enough tweaks to keep up with changing tastes. For instance, the brand now embraces inclusivity and sustainability, offering a wider range of sizes and featuring diverse models in its campaigns while also introducing eco-friendly collections to meet consumers’ ethical expectations.

So, what has kept Calvin Klein relevant in 2024? Perhaps it is that the brand doesn’t sell dreams but stays down-to-earth and keeps things simple. With timeless basics, inclusive approach, sustainable practices, and the support of influential figures, Calvin Klein aligns with both consumer needs and social trends. Add in some price-forming magic and a bit of nostalgia, and Calvin Klein remains more accessible than its high-end competitors. It is a formula that’s less about chasing the next big thing and more about understanding who your people are and what they want — and delivering it, decade after decade.