Calvin Klein is heading in a new creative direction as the company announced Tuesday the appointment of Raf Simons to the position of chief creative officer, effective immediately.

Simons, in addition to working on his own eponymous line, has previously served three years as women’s creative director of Christian Dior Couture, a position which was filled earlier this summer by Valentino veteran Maria Grazia Chiuri after the Belgian designer vacated the role last October.

As a part of his new role, Simons will lead the creative strategy for all Calvin Klein brands, part of a new initiative announced by the company in April which seeks to unify all Calvin Klein labels under one creative vision. 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.

“The arrival of Raf Simons as chief creative officer signifies a momentous new chapter for Calvin Klein,” said Calvin Klein CEO Steve Shiffman in a statement. “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.”

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