The Walk Continues into Summer for Michael Kors’ 2017 Campaign
BY BRENNA O’DONNELL
Summer 2017 struts, skips, and strides into Los Angeles in Michael Kors’ latest “The Walk” campaign. In five short videos, Michael Kors shows off its vibrantly outgoing collection on a motley crew of young influencers; there’s British model Jourdan Dunn, actor and singer Hailee Steinfeld, Baywatch star Kelly Rohrbach, Japanese actress Hikari Mori, and singer Jillian Hervey of electro-soul duo Lion Babe. The videos feature the five women in separate scenes turning spots like Sunset Boulevard and Venice Beach into their own runways, swinging their personalized Michael Kors bags and highlighting the new customization options there are to offer.
Whereas the usual backgrounds of Michael Kors campaigns have been ultra-luxurious travel destinations, their new campaign takes place on the streets of California, bringing their summer collection to the embraceable everyday life. The ads are geared toward a millennial audience and uses upbeat music and multiple celebrity appearances to grab the attention of those younger viewers. This particular campaign also stands on many legs since each of the models come from differing careers and countries, bringing their own unique niche of followers with them which means greater outreach for the brand. Just as in their “The Walk” holiday campaign that came out this past winter, Michael Kors ends the video with a flash of their social media tag, “#sidewalkspotted” so that consumers can interact with the brand and show off their new bags.