This summer, CHARLES & KEITH invites you on a journey where city sophistication meets coastal ease. Drawing inspiration from the fluid rhythm of urban living and the serene charm of seaside escapes, the Summer’s Calling collection captures the essence of effortless transitions and the beauty of contrast. Celebrating the spirit of a modern wanderer, the campaign champions spontaneity, creativity, and unbounded self-expression — a seasonal ode to play and possibility. Infused with youthful energy, the campaign brings to life a world where digital innovation meets the organic, using bold proportions and imaginative set design to reimagine summer through a fresh, contemporary lens. Summer’s Calling isn’t just a collection — it’s an invitation to escape, explore, and express.

A CHARLES & KEITH’s annual seasonal campaign – Summer’s Calling brings the spirit of summer to life across various global touchpoints. Each year, key locations are transformed into immersive brand moments, capturing the essence of the season through experiential activations, exclusive product showcases, interactive engagements, and digital amplifications. From vibrant destinations to thoughtfully experiential activations, Summer’s Calling continues to reimagine how the brand connects with its community through joyful shared experiences during the sunniest time of year.

The Summer’s Calling collection unfolds in four distinct drops, each encapsulating a unique facet of summer’s adventurous spirit. The Soft Weave capsule introduces a fresh take on summer essentials with a vibrant colour palette — Gingham Red and Sea Salt Blue. Made from soft knitted material, this lightweight fabric offers effortless versatility from day to night. With backpacks and shoulder bags that complement your warm-weather wardrobe, these breezy carriers are the perfect companions for sunlit adventures.
The City Escape capsule celebrates timeless sophistication with the season’s hero bags — the Sammie in Taupe Canvas and the Shalia in Natural Raffia. While minimalist in design, the Sammie bag is an understated piece, effortlessly pairing with any outfit. Knotted handles lend a playful charm to its clean silhouette, making it a staple for any summer ensemble. Meanwhile, the Shalia crossbody embraces the rustic elegance of raffia, offering a refined yet relaxed aesthetic perfect for city strolls or beachside retreats. Complement your look with espadrilles in ballet flat and platform variations, integrating woven and lace details for an airy, feminine touch.

Reminiscent of the serenity of coastal living, the Ocean Drift capsule features casual yet functional pieces in taupe canvas and an array of customisable bag charms. These playful bag charms draw from nautical and summer inspirations — think miniature life buoys, pineapples, cherries, ladybugs, and plushie companions like a panda and a bunny. Far more than just decorative details, these charms add personality to reflect individuality in everyday accessories, ensuring you carry a piece of wanderlust with you wherever you go.

The Tropical Breeze capsule redefines summer with an unexpected allure — where rich tones and eclectic elements take centre stage. Designed to be carried in two versatile ways, the Blume Braided Curved Hobo is a silhouette that can be worn as a crossbody or as a dumpling-style shoulder bag tucked neatly under the arm for dressier occasions.
This season, Summer’s Calling goes beyond the ordinary with a bold lineup of immersive experiences. CHARLES & KEITH will unveil a digital gamification adventure on Sandbox, inviting audiences into an interactive virtual world, while rolling out vibrant experiential activations and striking takeovers in cities across the globe. From the digital to the physical, the campaign promises unexpected moments of discovery designed to capture the spirit of summer in every corner of the world.

Whether you gravitate toward the breezy charm of raffia, the playful proportions of summer knits, or the dark romance of tropical evenings, the Summer’s Calling collection has something for any one with an adventurous spirit, available in retail stores and on www.charleskeith.in/in 

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About Apparel Group (India) Pvt. Ltd.:

Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to eager shoppers through its 2025+ retail stores and 80+ brands on all platforms while employing over 20,000+ multicultural staff.

Apparel Group has carved its strong presence in the GCC and expanded thriving gateways to market in India, South Africa, Singapore, Indonesia, Thailand, Malaysia, and Egypt. Additionally, clear strategies are in place to enter emerging markets such as Hungary and Philippines.

Apparel Group India has created an omni-channel experience, operating brands originating from the USA, Canada, Europe, Australia, and Asia. The brands include leading names in fashion, footwear, and lifestyle such as Victoria’s Secret, Victoria’s Secret PINK, Charles & Keith, Crocs, Aldo, Aldo Accessories, Bath & Body Works, Tim Hortons, Inglot, Call It Spring, Anne Klein, Herschel, R&B, Beverly Hills Polo Club, Carrefour, and Daiso Japan. Apparel Group has a multi-brand partnership with Marquee Brands for the licensing of the BCBG Max Azria, Ben Sherman, Bruno Magli, Sur la table, and Martha Stewart brands, across GCC and India. With 250+ stores and 20+ brands, the company serves thousands of customers across 38 cities in India.

Apparel Group owes its amazing growth to the vision and guidance of its dynamic Founder and Chairwoman, Mrs. Sima Ganwani Ved, who has taken the company from strength to strength since its inception in the last two decades.

For more information, please visit: Apparel Group India | LinkedIn | Download Club Apparel App

 

About CHARLES & KEITH

Fashion label CHARLES & KEITH was established in 1996 with a vision to build a global brand that is self-assured and empowering, imparting confidence to all women.
From a single shoe shop in Singapore to an international network offering dynamic experiences across retail and online, CHARLES & KEITH is always consumer first and aims to unlock an aspirational brand experience that remains attainable. It creates collections – shoes, bags, eyewear, accessories and fashion jewellery – that enables women to express themselves.
Striving to make fashion more accessible and never compromising on creativity, the brand challenges the convention that fashion is for the few.