I’ve always been a fan of Calvin Klein. I was totally taken in by those old Brooke Shields ads from the 1980s. There was nothing sexier at the time. And even now, I like Calvin’s simple aesthetic, their soft cottons, even the headless mannequins they put in their windows.
So, as you can imagine, I sank into a mini-funk when I heard the 150 Bloor St. location was closing. The spot where I’d dropped $54 on what may be the best (if not the least expensive) bit of underwire I’ve ever come across, was to be no more? Bummer. Luckily, as it turns out, Calvin isn’t abandoning us — they’ve just relocated.
The new shop at 110 Bloor St. W., nestled between Gucci and Starbucks (how very Yorkville), is a fine replacement — maybe even an improvement.
According to the marketing campaign, the store’s design concept emphasizes Calvin Klein’s modern aesthetic with lots of light and bright surfaces. I can’t say I disagree. Rows of acrylic rods line the windows — an unusual choice for a window display — but since this store is all about intimates I understand wanting to provide a little privacy.
It’s all very clean, bright and minimal, but feat not, it’s welcoming at the same time. Worth checking out is the new Perfectly Fit Evolution line, promising a line-free smooth look. (I’ve heard it before, but I’ve yet to find a line that lives up to the promise perfectly. Maybe this is it?) The new store carries men’s and ladies stuff and sale merchandise is often 50 per cent off. Oh, and they offer free bra fittings (though that’s not something I partake of because I’m not crazy about letting unknown women get all up in my business).
They also offer environmentally friendly bags ("green" reusables in signature white). And when you buy one, $1 from that purchase goes toward the Cure Foundation — a breast-cancer fund raising initiative. Basically, there are lots of good reasons to go.
Calvin Klein Underwear 110 Bloor Street W. Toronto, ON M5S 2W7 416-413-0411
