Calvin Klein has announced the appointment of Raf Simons as its new chief creative officer as it prepares to grow the brand to $10 billion in global retail sales.

Simons – who joins the company from Christian Dior Couture – will oversee all aspects of design, global marketing and communications and visual creative services.

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The announcement marks the implementation of Calvin Klein’s new global creative strategy, announced in April 2016, to unify all Calvin Klein brands, including Calvin Klein Underwear, under one creative vision.

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This strategy comes as part of a global evolution of the Calvin Klein brand, which began with the reacquisition of the Calvin Klein Jeans and Calvin Klein Underwear businesses in 2013.

“The arrival of Raf Simons signifies a momentous new chapter for Calvin Klein,” said Steve Shiffman, CEO of Calvin Klein.

“Not since Mr. Klein himself was at the company has it been led by one creative visionary, and I am confident that this decision will drive the Calvin Klein brand and have a significant impact on its future. Raf’s exceptional contributions have shaped and modernised fashion as we see it today and, under his direction, Calvin Klein will further solidify its position as a leading global lifestyle brand.”

As part of the creative strategy for the apparel and accessories business, Calvin Klein also announced the hire of Pieter Mulier as creative director, reporting directly to Simons.

Mulier will be responsible for executing Simons’ creative and design vision for men’s and women’s ready to wear, as well as the bridge and better apparel lines and accessories. He will also manage all men’s and women’s design teams within the Calvin Klein brand, under Simons’ leadership.