Calvin Klein has appointed former Christian Dior designer Raf Simons as its chief creative officer, part of parent PVH Corp.’s strategy to bring more global cachet to the brand.

Simons will start immediately, leading a unified collection of Calvin Klein brands, PVH said in a statement Tuesday. He’s taking the role vacated by Francisco Costa and Italo Zucchelli, who ran the women’s and men’s collection separately.

The move is the latest personnel change for a fashion industry in upheaval, with companies ranging from Brioni to Yves Saint Laurent replacing their creative directors. For PVH, the idea is to reinvigorate the Calvin Klein brand and push it to $10 billion in global retail sales.

The apparel company, which also owns the Tommy Hilfiger name, bought the Calvin Klein jeans and underwear businesses in 2013. It previously owned other Calvin Klein clothing lines, so the move helped unify the brand under one roof.

PVH also announced on Tuesday it has hired Pieter Mulier as Calvin Klein’s creative director, putting him in charge of executing Simons’ vision.

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