It's one of those situations where the brand name comes to represent the object. It has, historically, one core product: the raincoat. For it to go from subject to object, and to give Raf a way to identify with the brand rather than uncomfortably sitting in the chair of Calvin Klein himself.īurberry is a manufacturer.
Therefore, the Calvin Klein identity needed to be reorientated so we could understand Calvin Klein as an entity rather than a person. Raf Simons's role was to come in and refocus the company, but the company is called Calvin Klein, and Raf Simons is not Calvin Klein. What needed to be done at Calvin Klein was very different to what needed to be done at Burberry.
