MICHAEL KORS & MARIO TESTINO re-team to navigate the houses growing properties for their Fall 2016 Campaign


BY KENNETH RICHARD

Fashion marketing can be a challenge at any stage of a brands lifecycle. From the early  stage of ‘poverty breeding creativity’ to the institutional stage of ‘a global brand with a broad range of products’ to support, savvy fashion branding requires smart thinking. And anyone who spends more than five minutes with Michael Kors recognizes the designer has two major strengths, he makes complex look simple, and he is wickedly smart.

While many a house over the last few years have been pruning their brand architecture to focus on one key brand message (D&G, Burberry, Donna Karen Collection, and Marc by Marc Jacobs) Michael Kors has expanded both his mainstay designer collection and more mainstream offerings into a billion dollar business. Along the way he and his team carved a trail of some the smartest marketing and media mixes around. And they did it with one key element: their designer collection images and their mainstream images, while separate, could be housed next to each in any media to expand upon the designer story, rather than fragment it.

So for Fall 2016 the team has done just that by enlisting long time collaborator Mario Testino to lens the Michael Kors Collection, MICHAEL Michael Kors, and Michael Kors Mens campaigns. And once again luxurious devises of transportation, which have been Kors’ hallmark for over a decade now, are leveraged. And while many fashion creatives clamor for change each season, the wisest understand that success is measured in a constant message that is said at nauseam. Michael Kors is after all an international brand, and what may seem old school to those insiders who obsess over every image (present company included), is still a new concept to those newer markets such as the 34 countries across the Americas, Europe and Asia that the ads will reach.

The global campaign will debut in July, with ads running in fall issues of Vogue, Vanity Fair, Harper’s Bazaar and France Le Figaro Paris Chic in the US and Europe. The images will also appear in digital outlets, as well as social media platforms and traditional outdoor media placement.

And just like the complexity of Kors’ collections that successfully stride down the catwalk season after season, the campaigns too makes complex look simple by unifying three distinct markets into one idea that the finite media muscle can get behind.

Michael Kors Collection

MKC_FA16_MASTER_HORI_3 MKC_FA16_MASTER_HORI_2 MKC_FA16_MASTER_HORI_1

Art Direction | In-House
Photographer | Mario Testino
Model | Freja Beha Erichsen


MICHAEL Michael Kors

Art Direction | In-House
Photographer | Mario Testino
Model | Emmy Rappe, Romy Schonberger and Sven de Vries


Michael Kors Mens

Art Direction | In-House
Photographer | Mario Testino
Model | Wouter Peelen