Only days before Raf Simons presents his new vision for Calvin Klein, the American mega-brand has already begun to unveil a distinctly new identity. First, Simons teamed up with stellar art director Peter Saville for a slight tweaking of the brand logo (an homage to past iterations, it seems) – and second, the release of the first advertising campaign. Shot by fellow Belgian Willy Vanderperre, featuring some of modern art history’s most monumental moments, and of course, CK’s classic underwear, which seems to have made the cut in Simon’s careful vetting of the brand’s multifaceted label structure. The campaign reflects Simon’s long-standing devotion to art, both as a prominent collector and sometimes curator – and will surely appeal to a high net worth clientele, who will be crucial in CK’s rise from ubiquitous mega-brand to high fashion empire. All will be revealed this Friday, as CK embarks on New York Fashion Week.