master of minimalism
We speak with Kevin Carrigan, Creative Director of ck Calvin Klein.
Sexy, clean and classic, Calvin Klein has never lost its cool (case in point: Calvin Klein model Lara Stone was just named British model of the year). Oyster spoke with Kevin Carrigan, Creative Director of ck Calvin Klein, about his vision for the brand and the new ck flagship store in Sydney.
Alice: The Calvin Klein aesthetic is famously minimalist. How does this translate to the new store in Sydney?
Kevin: The new store in Sydney is the epitome of sleek minimalist design: pale white and off-whites, mixed together in matte-finish textures, are offset by silver accents.
Alice: The store is modelled on a concept that was unveiled in Hong Kong earlier this year. What was the inspiration behind this design concept?
Kevin: The idea was to take the clean, pure, architectural aesthetic of Calvin Klein and transform it to a more modern, soft, minimal concept.
Alice: What are the most important elements to consider when creating a retail space?
Kevin: An environment that expresses the brand identity for today and the future, along with strong design elements and exceptional lighting. It has to provide a confident consumer experience, while showcasing the product at its best.
Alice: Calvin Klein has always produced iconic campaigns. How do you approach each one?
Kevin: Each campaign begins with the product. Our campaigns evolve organically using the designs as a kick-off point. Stylists, photographers, and art directors are then brought in on a collaborative process, ultimately producing sexy and provocative campaigns.
Alice: Do you have a favourite campaign to date?
Kevin: I've always related to campaigns featuring Kate Moss. I also always love every current campaign, as I don't believe in being retrospective. I believe in focusing on the present and looking toward the future.
Alice: Calvin Klein has always pushed the envelope when it comes to its campaigns. How do you find a balance between controversy and creativity?
Kevin: Our campaigns are organic processes [that] focus on the featured product and the design elements of the season. It's a balance between product, models, stylist, photographer and art direction. The goal is to complement the subject and make it alluring to the next generation. Controversy can be a by-product of a final campaign, but it's not the initial inspiration or the main focus. A strong and successful campaign will always elicit a reaction from the viewer ? for better or worse.
Interview: Alice Cavanagh
www.calvinklein.com
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