Michael Kors

Making an “IT” bag that suites your on-the-go lifestyle—from personalized styling to insider tips

Objective: Michael Kors has a clearly defined institutional brand aesthetic. But, as their business grows globally, broadening that aesthetic to include and appeal to a wider audience is crucial.

Solution: Working with the internal Michael Kors’ brand team, we established a new tier of assets to support and widen the current and prospective consumer’s view of the brand. Shot in partnership with Tommy Ton, the Michael Kors’ ‘The Walk’ content series aims to highlight fashion trends and styles present on the street — in New York, Paris, LA, Tokyo — and showcase how Michael Kors’s product could be worn and styled differently.

Across three seasons, fashion icons including Solange Knowles, Soo Joo Park, singer Hailee Steinfeld, actress Kelly Rohrbach, Japanese model Hikari Mori, performance artist Jillian Hervey of LION BABE, and Nina Agdal have been featured. In the Fall iteration of ‘The Walk,’ Michael Kors generated 105 million impressions and the campaign tracked 2.2 million views across YouTube and Facebook, demonstrating high viewership and increased brand/campaign awareness. For the Spring iteration, the campaign generated a total of 137 million impressions across brand social channels—40% of which were generated from Instagram, the social platform where our younger customer is (25-34 years old).

Scope: Content Strategy & Art Direction

Personal Styling

To build in a new POV on styling of Michael Kors’ key pieces, each cast member was given free reign over their styling—crafting unique & bold looks.

The “It” Bag

To help demonstrate versatility with each bag, each cast member pulled, styled and wore three unique looks—helping to showcase range, but also new styles and trends.

East, West & Beyond…

Capitalizing on the growth in viewership—137 million impressions with 40% of which was generated from Instagram—this content franchise was piloted in New York and then recreated in other markets including Los Angeles & Shanghai.

Photographer: Tommy Ton
Director: Peter Szollosi
Production: AND Production
Agency: Wednesday Agency