Michael Kors continues to build on the success of its Jet Set Go digital campaign with the launch of a new initiative to support Holiday 2013 gifts. The new marketing effort is centered on a trio of high-profile trendsetters: Harley Viera-Newton, a Manhattan-based DJ known for her headlining gigs at such clubs as Westway, The Jane and Le Bain at the Standard Hotel as well as for her spreads in magazines like Vogue and Elle; Julie Sarinana, founder of the blog Sincerely Jules and a contributor to websites and publications including Glamour.com, Elle.com, Lucky Magazine and Cosmopolitan Latina; and Miroslava Duma, a freelance writer, former editor of Harper’s Bazaar Russia and founder of Buro 24/7, a website dedicated to fashion, art, architecture, cinema, music and style.
The campaign, which begins in November, underlines designer Michael Kors’ admiration for “jugglers”—women who are always on the go, doing it all and looking great while they do it—
by highlighting the style and accomplishments of three talented women who embody the brand’s signature jet set sensibility. Each woman will have her own specially curated product suite of gifts including sneakers, watches and handbags on MichaelKors.com, along with a wealth of content, including video, fashion shoots and interviews, on Michael Kors’ social media channels—Facebook, Twitter, YouTube and Instagram—and DestinationKors.com.
Jet Set Go first debuted in the fall of 2013 as a 360° digital advertising strategy designed to promote Michael Kors’ new line of sneakers and unified with the hashtag #jetsetgo. The Spring 2013 sneaker collection was similarly promoted via a digital-only campaign across multiple social platforms with the premiere of a short film directed by filmmaker Poppy de Villeneuve. The Holiday 2013 campaign will debut on November 7, 2013, and run through mid-December. The Holiday collection will be available on michaelkors.com and in Michael Kors stores and select wholesale retailers around the world starting in early November.