Calvin Klein Collection Just Got a New Name and a New California Campaign

CALVIN KLEIN 205W39NYC - Publicity - H 2017
Courtesy of Calvin Klein

Calvin Klein 205W39NYC is certainly a mouthful.

Goodbye, Calvin Klein Collection. Hello, Calvin Klein 205W39NYC

The latter is not just the address of CK headquarters, but the new name for the American brand's ready-to-wear collection under the creative direction of Raf Simons, who made his Calvin Klein debut in February with his fall 2017 collection.

The fashion house unveiled the new name alongside the accompanying campaign images — Simons' third campaign since joining the company last August — which were photographed by Willy Vanderperre in the California desert. The "American Classics" campaign is "a cinematic ode to American heritage, its pageantry and its poignancy," according to a release. 

"It’s the future, the past, Art Deco, the city, the American West … all of these things and none of these things," added Simons in a statement. "Not one era, not one thing, not one look. It is the coming together of different characters and different individuals, just like America itself."

More than 22 relatively unknown models (no Kendalls or Gigis here) were photographed strutting across a two-lane highway for the ads. Billboards from Simons' first campaign for Calvin Klein, which was photographed by Vanderperre at the Andy Warhol Museum, can be seen in the background — for a truly meta moment. 

Pieces from the raved-about, "all-American" fall collection have already begun to trickle into stores, including the pair of flared jeans with Brooke Shields' iconic Calvin Klein Denim ad stitched above the back pocket. The jeans are part of the brand's new denim label, Calvin Klein Jeans Established 1978, which is being launched under the Calvin Klein 205W39NYC collection umbrella. (Apparently, Simons likes his labels to be as literal as possible.)

The decision to change the name of the ready-to-wear collection is in line with Simons' overhaul of the 49-year-old Calvin Klein brand; he also made the decision to relabel the bespoke red-carpet collection the By Appointment line. Millie Bobby Brown, 13, is among the diverse faces Simons cast in the first By Appointment ads. The Belgian designer and Dior alum also redesigned the brand's logo and hired the Oscar-winning cast of Moonlight to star in the brand's underwear ads, replacing the sexed-up Justin Bieber with a more artistic direction.

So far, Calvin Klein's face lift has been well-received by the fashion community. In June, Simons took home both the womenswear and menswear designer of the year honors at the CFDA Awards — the first to do so since Calvin Klein himself.