Calvin Klein Rebrand Guidelines, Editorial Branding, 2026
This project reimagines the 2017 rebrand of Calvin Klein through a series of experimental brand guidelines presented as a foldable publication with a poster on the reverse side. The cover features a pair of jeans that reveal the brand’s iconic underwear imagery, unfolding to mirror the garment's own reveal. Created in three versions, the project includes an official interpretation of the rebrand, a critical response examining its limitations and perceived regression, and a speculative redesign presenting an alternative visual direction through original logo and identity work.