Calvin Klein unveils its new flagship concept on the Champs-Elysées

“Calvin Klein Opening soon, 44, Avenue des Champs-Elysées.” This prominent announcement was displayed at the entrance of Galeries Lafayette Champs-Elysées. Until June 10, the fashion brand of the American PVH group hosted a pop-up in the atrium of the Parisian department store to preview its Spring/Summer collection and, more importantly, to tease the opening of its new flagship.

Indeed, a grand flagship store will open on June 14 in the French capital. Situated on a prime street that continues to see new stores opening (CK is positioned between the newly opened Levi’s and Salomon stores), the New York-based brand, which closed its store on Rue des Francs-Bourgeois in the Marais last year, has secured a 600-square-meter space. The store features its new “Chalk” design concept spread across three levels, embodying minimalist inspirations and marking a world first.

Eva Serrano, who has been leading the brand for the past 18 months, was in Paris to inaugurate the space, underscoring the project’s importance. “It’s been a little over a year since I joined Calvin Klein. Our initial focus was on refining the product, then aligning the brand image. This represents a new vision for Calvin Klein. It’s our first international flagship store. We needed to express this new perspective in a 360-degree manner. This store on the Champs-Elysées is a pivotal step and an expression of our lifestyle. It’s not just about presenting clothes, lingerie, accessories, and fragrances separately, but about integrating them across different levels.”

While the lower level is dedicated to women’s offerings, the mezzanine is dedicated to men’s, and the lower level to underwear and sports (the largest in Europe for the brand), fragrances and accessories are seamlessly integrated throughout each floor.

The minimalist design, natural and soft lighting, plants, various shades of white combined with natural materials like wooden seats or stone displays, create a cozy ambiance. Calvin Klein reinforces its message through harmoniously integrated brand visuals within the concept. With “Chalk,” the brand aims to enhance the in-store experience.

Although the Hong Kong and Milan flagships do not feature this concept, it is set to be gradually introduced in major cities. In Europe, the next implementation will be in Hamburg.

“The Chalk store concept reaffirms the brand’s modern, minimalist, and sensual design codes,” the brand explained in a statement. “Drawing inspiration from Calvin Klein’s aesthetic, the tones explore textures and shapes, while stainless steel surfaces contrast with wooden elements, minimalist furniture, and soft lighting. Inviting fitting rooms are enhanced with Douglas Fir wood, textured carpets, and soft lighting for a comfortable experience.”

Regarding the offerings, the brand’s various lines are available in this store, including a selection of Calvin Klein Paris-branded t-shirts and ready-to-wear items for the opening. The store is expected to host additional projects in the future. The new collection to be developed by newly recruited artistic director Veronica Leoni is also expected to be available in 2025. Since the end of the collaboration with Raf Simons six years ago, the brand has not had an official artistic director.

While the PVH group has not disclosed the investment dedicated to this flagship opening or detailed future openings worldwide, this launch marks a significant statement. In several European markets, Calvin Klein has been less visible than Tommy Hilfiger, the group’s other leading brand. With this new concept and flagship, it appears that Stefan Larsson, the CEO of the American giant, has decided to invest in revitalizing Calvin Klein’s prominence and coherence in Europe.

For its fiscal year 2023, ending on February 4, 2024, Calvin Klein reported revenues of $3.91 billion (€3.61 billion), a slight increase from $3.78 billion in the previous year. Outside North America, its activity grew from $2.35 billion to $2.59 billion.