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.