Calvin Klein

Calvin Klein’s recent viral campaigns have galvanised consumers but are slower in driving the business forward amid parent company PVH’s ongoing turnaround strategy.

Both brands are leaning on high-profile advertising campaigns to refresh their image. We’ll find out this week whether that’s translating into increased sales.

Steamy images of Jeremy Allen White and FKA Twigs pushed the brand — which has a well-documented history of courting controversy — to the centre of conversation once again, proving casting and timing plus a little bit of provocation can fuel relevance.

From zeroing in on traceability to sharpening inventory management, PVH’s chief supply chain officer, David Savman, unpacks in this interview for The State of Fashion 2024 what it takes for retailers, brands and their suppliers to thrive together.

Holiday beauty ads are already inescapable, and so is one clever phrase: “It’s giving.”