Calvin Klein unveils new Tumblr, launches partnership with blogger Hanneli

Calvin Klein revealed its first foray into the world of Tumblr this morning, with a new blog designed to give fans an editorial view of the brand.

CalvinKlein.tumblr.com will host current and archival advertising campaigns as well as inspiring visuals from the brand’s intersection with the worlds of art, architecture, style and music.

The launch is being fronted by a partnership with blogger Hanneli Mustaparta who will contribute content in her own #Hanneli tagged category.

She will be given behind-the-scenes access to the brand’s new collections, which she’s expected to review, style and photograph. She will also post about her interactions with the company’s creative directors and models, and her attendance at events in New York and abroad as a guest of the house.

The move follows Mustaparta’s role tweeting for the brand during New York Fashion Week in February.

The blog was announced by Calvin Klein’s EVP and chief creative officer, Melisa Goldie, during a talk at the Decoded Fashion conference in New York yesterday.

“We think that Tumblr is a perfect platform for us to explore the personality of the brand and accentuate our iconic imagery, and all of us at Calvin Klein are grateful to [Tumblr’s founder] David Karp for helping us to make our vision on Tumblr a reality.”

She confessed to being somewhat late to the Tumblr party, but insisted it was down to ensuring they had the ability to connect fans with the classic Calvin experience. “When you visit us on Tumblr, I think you’ll find we’ve done exactly that,” she added.

She also outlined the company has increased its financial commitment to online marketing from 1% in 2009, to 23% in 2012. “This will allow us to take maximum advantage of Facebook, YouTube and Twitter, using each platform in a way that makes the most sense for our brand.”

Rachel Arthur is the founder and editor of Fashion & Mash. By day, she’s the global senior editor of digital media and marketing at leading online fashion trade publication and trend forecaster WGSN, where she oversees coverage of the industry from a communications, branding and technology standpoint. She is a regular speaker on conference panels, an advisor on digital strategy to leading retail brands, and host for a monthly Google Hangout series with industry leaders. Her work can also be seen in Forbes, The Telegraph, Mashable, Dazed and The Business of Fashion. She is based between New York and London.