|NOURISON DEBUTS CALVIN KLEIN RUGS SKEWED TO YOUNGER CONSUMERS
The Calvin Klein Madison Avenue flagship in Manhattan (photo courtesy Calvin Klein) was revamped in July 2017 in primary colors now reflected in cut pile Echo Park rugs (above).
ATLANTA - Shoppers at Nourison's first floor AmericasMart showroom, which itself premiered at the winter 2018 Atlanta International Area Rug Market, got a first look at a new side of the Calvin Klein lifestyle with the launch of five area rug collections designed to resonate with Millennials.
Taking cues from Calvin Klein's new creative direction, the rug collections introduced at market evoke the primary colors and art references to Americana at the brand's recently revamped Madison Avenue flagship store in New York City. Designed by Raf Simons, chief creative officer of Calvin Klein, in collaboration with Los Angeles-based artist Sterling Ruby, the reworked flagship was unveiled in July 2017 in tandem with the debut of Simon's Fall 2017 '205W39NYC' collection (named for the address of the renowned brand's corporate headquarters).
Fashion cognoscenti were instantly abuzz over the store's Maximalist, art-filled interiors, bright red mannequins, and industrial strength yellow walls and interior 'scaffolding'. And Millennials, lured by social media, extolled the new shopping experience on Instagram.
With yellow walls blazing through its windows, the Calvin Klein flagship boutique heralds an exciting new makeover of the fashion lifestyle brand. Photo courtesy of Calvin Klein.
At the Atlanta rug market, Julie Rosenblum, Nourison's executive director of licensing, told RugNews.com, "You're going to see a lot more color. The new creative leadership at Calvin Klein is bringing a new perspective to the brand - from apparel all the way into home and how you can live the lifestyle. It's a new direction -- a whole new direction."
At the Calvin Klein flagship store in New York, interior colors integrate seamlessly with apparel and accessories, and inspire the lifestyle brand's new area rugs from Nourison. Photo courtesy of Calvin Klein.
While area rugs exemplifying the minimalist Calvin Klein aesthetic and palette have been designed for a broad swath of luxury consumers and interior designers, the fashion house is now also actively targeting a younger customer. "You have to have a happy balance," Rosenblum continued. "They are going after that Millennial, and that Millennial is looking for fashion and transitional product at a price.
"Our new line is very aggressively priced from $199 to $499. We hit new price points with this collection - we still have a good, better, best, but now we are opening Calvin Klein up to a new audience," she explained.
To represent the urban lifestyle leanings of young consumers, the winter 2018 introductions are merchandised in five Calvin Klein area rug collections named after American cities, and designs within are named after city districts, each with a different character and vibe.
With the texture and hand of a rich broadloom velvet, the LA collection from Calvin Klein Home creates a canvas of saturated color. Shown, Echo Park burgundy.
For the LA collection (CK710), Calvin Klein Home creates understated sophistication in soft shag called Echo Park with a very dense feel and rich texture that combines contemporary solid colors with thick luxurious pile. Hand loomed of polyester, the line launched in four colors: burgundy, cobalt, ivory and yellow.
In the Green Point design from the new Calvin Klein Home Brooklyn collection, Nourison loom weaves a dense, plush shag.
The new Brooklyn collection's Green Point design (CK700), named after the popular Brooklyn neighborhood, is a modern re-imagining of classic shag with luxurious plush polyester pile. The chunky, loom-woven shag is offered in six colors: beige, blue, burgundy, charcoal, ivory and silver.
San Diego's La Jolla design is inspired by the California sky with the horizon line over the Pacific.
La Jolla from the San Diego collection (CK730) of flatweave rugs from Calvin Klein adds dimension to contemporary colorways, with bold color bands of black, navy, beige and light blue accented with beige and black warp threads for unique depth and subtle sophistication. This finely textured reversible loom weave is crafted of polyester, cotton and rayon in six colorways.
The local outdoors/wilderness area of Seattle's Pike Place inspires its namesake design, part of Nourison's new Calvin Klein area rug collection.
A classic flatweave with a contemporary update, the reversible Pike Place rug from the Calvin Klein Seattle collection (CK740) features charcoal, beige and black fields accented with contrasting interwoven details that bring a unique chunky texture and character to each handcrafted rug. This polypropylene indoor-outdoor flatweave is hand loomed and available in four colorways: black/magenta, black/cobalt, charcoal/white and cream/black.
The Calvin Klein Home Nashville collection of wool flatweave stripes includes the 12 South design in Hunter green, magenta and black.
Nashville's four designs -- 12 South, Music Row, Five Points and SOBRO -- feature a tribute to America, inspired by a variance in flag designs. Clean lines nod to the minimalist tradition of Calvin Klein, while bold stripes and strong colors impart high impact appeal. Hand woven in a wool, cotton and polyester blend, these reversible flatweave rugs offer versatile and durability. 12 South is offered in green/magenta and black or ivory and black. The Music Row design comes in blue with yellow band and magenta. Five Points debuted with a black/cobalt/magenta colorway and in ivory /black/cobalt. Finally, SOBRO comes in ivory/black and light blue/ ivory.
Nourison introduces the Music Row design from the new Nashville wool flatweave collection of Calvin Klein Home area rugs.