New address to mark in your smartphone notes, in your diaries, in every calendar: very recently Calvin Klein Jeans has a flagship store in Via Dante in Milan. Calvin Klein is a brand with a long history of nonconformist values and ideals.Founded in New York in 1968, the fashion house is distinguished by its minimalist yet sensual approach, offering a very wide range of products and committing itself above all to communication. Over the past fifty years, the brand has distinguished itself by a distinct evolution while maintaining a firm connection to contemporary culture and its history. Through its iconic campaigns and choice of super-cool testimonials and ambassadors, Calvin Klein and Calvin Klein Jeans continue to define sensuality, addressing issues such as gender diversity and, now more than ever, total inclusiveness.
IMAGES OF THE NEW CALVIN KLEIN JEANS STORE ON VIA DANTE IN MILAN
Milan’s new flagship
The new Calvin Klein Jeans store is the premier destination for Calvin Klein Jeans products in Milan, offering a shopping experience with an increasingly minimalist yet welcoming imagery. Located on the iconic Via Dante-in the city’s historic center-the flagship celebrated its opening with an inauguration studded with celebrities, influencers, tastemakers, and friends of the brand entertained by a double DJ set session, cocktails, and an exclusive customization of the CK One fragrance bottles created by artist Giulia Marotta. Guests at the event included actors Coco Rebecca, Federico Cesari, Marco Fantini and many others.
The flagship now represents the largest Calvin Klein Jeans store in Milan and features an engaging new store concept that exalts minimalism at its most expressive. The design is centered around a sculptural staircase that becomes a true work of architecture. Inside, red brick arches set against steel beams welcome products in the setting of the historic property that is part of an extensive redevelopment project. Calvin Klein Jeans’ Milan store displays the full range of collections, including men’s and women’s denim, underwear, footwear, accessories and swimwear. It currently houses the Spring Summer 2023 collection.
To amplify the store’s opening in the city, Calvin Klein Jeans launched a contest in partnership with NSS that allowed the community to reinterpret the “Calvins or nothing” campaign tag line by scanning QR codes scattered around the city graffiti-style or visiting the dedicated webpage. Once users submitted their personalized quote and photo, they were able to share their creation on their social channels. Ten winners will receive a total Calvin Klein Jeans look and a personalized bottle of CK One.
CALVIN KLEIN JEANS NEW STORE OPENING PICTURES
The rebellious soul of Calvin Klein:
the sensual minimalism of values that challenge evolution,
redefining sexuality and embracing inclusivity.
Images by Lucas Posside e Davide Frandi
Article produced in collaboration with Calvin Klein.