Lomax will lead Calvin Klein’s global design strategy and provide creative direction across all areas of the business, including licensees. She will be responsible for “defining and strengthening” all product categories for the lifestyle brand, with a focus on essential hero product, in addition to driving collaborations and sustainable innovation.
The addition of Lomax brings an immediate infusion of performance and sportswear knowledge. She will join the company from Nike, where she currently serves as senior creative director, women’s sportswear apparel. She has led collaborations including Nike x Sacai, as well as numerous sustainability projects for the brand. Prior to Nike, Lomax worked with designer Hussein Chalayan for Puma and consulted for a several sports and fashion brands including Adidas, Nasty Gal and Aquascutum.
“Jessica excels in creating clear product visions that are rooted in our unique brand DNA and connected to what our consumer aspires to today,” said Cheryl Abel-Hodges, Calvin Klein Inc. CEO. “Under her creative design leadership and through her collaborative and innovative approach, I am extremely confident that our product direction will continue to become more consumer-centric, sustainable, and inclusive.”
Lomax’s appointment to this newly created role is the first major creative hire by Calvin Klein since former chief creative officer Raf Simons abruptly left Calvin Klein in December 2018. Simons had mapped a new look for the heritage brand, dialing down to its denim roots and introducing the high-end 205W39NYC label.
His departure, however, led the company to change course. It shut down 205W39NYC and closed the New York City flagship store on Madison Avenue.
Simons has since landed at Prada as a co-creative director with Miuccia Prada, while Calvin Klein’s search for a design lead has been ongoing until now.
Calvin Klein has made a series of executive changes recently. Linh Peters joined Calvin Klein from Starbucks this month as global chief marketing. Peters is responsible for all aspects of Calvin Klein’s consumer marketing organization, with a focus on driving brand relevance and consumer engagement.
Jacob Jordan was named global chief merchant and product strategist in October following a brief period of consulting for Calvin Klein. His previous experience is across fashion and tech, having held positions most recently at Apple and Louis Vuitton.
“The appointments of these highly accomplished global leaders reinforces our continued effort to reconnect the iconic Calvin Klein brand DNA with today’s culture and consumer, driving brand relevance, consumer engagement and sustainable profitable growth for the future,” Abel-Hodges said.
WWD reported that Calvin Klein chief product officer Suzanne Barton, who has been overseeing the brand’s global product organization since July 2019 including design, will be leaving the company in January.
PVH-owned sister brand Tommy Hilfiger also announced new leadership. The company promoted Avery Baker to Tommy Hilfiger president and chief brand officer, effective Nov. 17. In the newly established role, Baker has global responsibility for the brand’s products, marketing and experiences across all categories, regions and channels.
Baker joined the company in 1998 and has held several roles, including chief marketing officer and chief brand officer. During her tenure at the company, she has established a track record of developing and implementing brand building strategies that drive business growth and brand equity—particularly those that target a younger demographic.
“Avery has a deep sensitivity for the heritage and DNA of Tommy Hilfiger, with a track record of launching impactful consumer initiatives that drive both the brand and business,” said Martijn Hagman, CEO, Tommy Hilfiger global and PVH Europe.
As chief brand officer, she brought together creative and business management to “deliver a new brand vision, leveraging a combination of pop culture, fashion, technology and entertainment,” the company said.
She has driven programs including Tommy Now, the company’s “see now, buy now” runway show, and helped reignite the ’90s-inspired Tommy Jeans label. Baxter also increased brand relevance through high-profile partnerships with Zendaya, Gigi Hadid, Kith and Vetements.
“I believe that Tommy Hilfiger can have an enormous positive impact as a company that is loved as much for our actions as for the outstanding products we design,” Baxter said. “I’m thrilled to embark on this new journey with Tommy, Martijn, and our leadership teams in Europe, Asia Pacific and the Americas, as we work to achieve the long-term potential in each region and transform the company from the inside out—from from culture to consumer—become a company built for the 2020’s.”