These days, there’s not one major designer or luxury brand that hasn’t hosted an event in China, and each one is bigger than the next. Last week former Project Runway judge Michael Kors went all out as he created a high-flying “Jetset” experience in Shanghai to celebrate the opening of his latest store at Jing’An Kerry Centre (which is proving to be the hot spot for luxury brands).
While Michael Kors is a huge name in the United States, the brand is better known in China thanks to their best-selling and affordable pieces from the Michael by Michael Kors collection, including the ubiquitous Selma handbag. Interestingly the brand chose to highlight their more high-end “collection” line at the event while pushing the digital card, which is a necessity in a tech-savvy market like China.
Tagged as an “immersive 360 degree event”, the party was held in a private hanger at Shanghai’s Hongqiao airport. Upon entering, guests were greeted with a private jet branded with the designer’s name (apparently it belonged to the brand’s CEO, John Idol). The celeb quotient was to the max, with names like Hilary Swank and Freida Pinto hanging out in the VIP section, while models Ming Xi and Miranda Kerr walked the runway later. The room featured large video screens that displayed images throughout the night, be it of guests posing in front of a backdrop of Capri to iconic images of places that have inspired Kors from Saint Moritz to New York’s skyline.
The runway show kicked off with a bang as Kors sent out one-off pieces inspired by past collections and the Jet-Set lifestyle. Everything was quintessentially Kors from the white swimsuit trimmed in gold leather and red gowns, to the chic cashmere turtleneck sweaters and cowl neck dress. The backdrop changed depending on the locale that inspired the clothes, and there were also aerial projections of each model as they walked down the runway.
Apparently 17 million fans of the brand around the globe were able to follow the event live across multiple platforms including a microsite which featured exclusive content. They also launched a custom app on Chinese site WeChat which included a live interactive feed plus images from the event. Yesterday they released another app which transports fans to the event with an immersive 360 degree experience.