Calvin Klein Announced the Launch of Its InCKubator Group
As evidenced by its recent #MYCALVINS campaign, a series of images featuring some of Hollywood's biggest names sporting Calvin Klein clothing, the brand is continuing to challenge the style status quo. And after the release of its Pride collection, fronted by Indya Moore, Calvin Klein has announced that it's working on another new collaboration aimed at shaking up fashion norms.
On May 17, Calvin Klein announced the launch of a group called InCKubator, Vogue reports. Business of Fashion chief marketing officer, Marie Gulin-Merle, explained that InCKubator is a group of young fashion creatives brought together to "challenge the status quo, push back and propose ideas that nobody has thought of."
Dazed reports that the new group is comprised of young Calvin Klein employees from the brand's New York City office, and that the group will work on four to six projects annually. Why the company selected younger team members to lead the group, Gulin-Merle said, "They know things that older executives do not know.”
The specifics of what InCKubator might work on or eventually share with consumers has not been detailed, Dazed reports, but the project is expected to reveal some of its exciting work when Calvin Klein launches a new label in September. According to Vogue, the group's efforts will focus on "clothing, experiences, and collaborations."
Speaking further about the project, Gulin-Merle told Business of Fashion, "There isn’t a predefinition or preconceived recipe. I think the brand is at its best when it connects with culture, and one of InCKubator’s functions is to connect with culture through these communities, not just culture at large, or what we think we know from 205 West 39th Street [Calvin Klein’s Manhattan headquarters].” Continuing, Gulin-Merle said that the brand doesn't wish to "use any of the old recipes" when it comes to InCKubator. As demonstrated by the selection of influencers and tastemakers for its recent campaigns, it appears that Calvin Klein is finding new recipes that work for them, and that make headlines.
Let us slide into your DMs. Sign up for the Teen Vogue daily email.
Want more from Teen Vogue? Check this out: Calvin Klein Issued an Apology After Fans Accused the Brand of Queerbaiting
Originally Appeared on Teen Vogue
