Bottomley, who previously served as CMO at the bedding brand Boll & Branch and before that as CMO for Ralph Lauren, will begin his tenure June 6. He will report in to Trish Donnelly, CEO of PVH Americas and Calvin Klein Global.

Bottomley’s appointment comes after Calvin Klein’s previous global chief marketing officer, Linh Peters, left the company in October, along with executive vice president Jamaal Layne. Both spent less than one year in their respective roles. The hire also comes at a time when Calvin Klein has started to see results from its hero product-first marketing strategy — one in which denim and logo-stamped underwear, zhushed up with timely brand collaborations, take centre stage.

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Calvin Klein’s New Strategy: Don’t Market the Dream, Market What Sells

As seen in its latest collaboration with skate brand Palace, Calvin Klein is focused on highlighting its most successful categories like denim and underwear.