Packaging suite for the debut collection of CALVINKLEIN205W39NYC.

The arrival of Raf Simons at Calvin Klein marks a new era for the iconic American brand. To herald this change, 2x4 was asked to design a packaging suite for the designer’s debut ready-to-wear collection.

Our design evokes the unique, hybrid identity of Raf Simons’ Calvin Klein. Reduced yet lush. Iconic yet personal and idiosyncratic. The exterior faces of the packaging takes on a gnomic quality, yielding in turn to rich interior color — accented by custom, tonal tissue paper burnished with eclectic campaign photography. Bound together with an elastic band, the packaging fuses the industrial with the expressive, the elevated with the everyday.

Tissue paper printed with campaign photography by Willy Vanderperre.