Content Art Direction for the relaunch of Destination Kors

The relaunch of MichaelKors.com editorial content to live on the same platform as e-commerce. As we re-introduced content, we mapped out how each piece would live in the calendar balancing out product, brand and business.

Destination Kors allowed Michael's voice to reach directly to his audience. A catalog of his runway collections and ad campaigns; it also showcased his love for travel, theater and offered his rich styling philosophies. Each season was designed to start with his Runway Collection, the travel destination that inspired it, and expand from there. Over time, we used user feedback and data to hone the strategy and found that sire visits that included Destination Kors had a higher average order volume (AOV) than those that did not.

Role Art Direction
With Christina Kim, Nick Specht, Yulia Belozersky, Brenna Signe, and more
Creative Direction Anamaria Wilson, Ryan Jones, Denise Guerra, Michael Kors

Content Art Direction for the relaunch of Destination Kors

The relaunch of Michael Kors.com allowed the team to house their editorial content on the same platform, and Destination Kors was designed in Word Press by Fluid Design. As lead Art Director on the content strategy partnered with Anamaria Wilson and her team, most notably Julia Belozerosky we mapped out how each pice would live in the calendar balancing out content, product, brand and business.

Destination Kors served to bring Michael's voice to his audience. A catalog of his collections and ad campaigns, he also shared his love for travel, theater as well as his styling philosophies. Each season was designed to start with his Runway Collection. drawing a travel destination from his inspiration and taking the readers along with him. We found visits that included Destination Kors had a higher average order volume (AOV) than those that did not.

Role Art Direction
With Christina Kim, Nick Specht, Yulia Belozersky, Brenna Signe
Creative Direction Anamaria Wilson, Ryan Jones, Denise Guerra

For the launch the destination was Big Sur, the product-focused travel story and destination pics were pushed out through instagram as well to draw followers in. Here are Homepage examples.

Runway Coverage

Destination Kors is the offical archive of all of Michael's runway collections.

Each season the live-streamed production was quickly followed up by a social media takeover that drove back to many detailed editorials about the collection shortly after. This team effort highlighted the care, craft and artistry that runway infused into the core of the brand.

Michael-Kors-Collection-Fall-2015-I-D_—http___destinationkors.michaelkors

Themes-Of-The-Season-I-Destination-Ko_—http___destinationkors.michaelkors

Packing-for-Big-Sur-I-Destination-Kors_—http___destinationkors.michaelkors.

Travel and Packing Stories

The source for Michael's tips in his travel stories and the place to make sure you're perfectly packed.

Our packing stories featured looks and accessories styled for each travel to-do complete with extra push-in product shots for spreading the reach on instagram.

Travel and Packing Stories

The source for Michael's tips in his travel stories and the place to make sure you're perfectly packed.

Our packing stories featured looks and accessories styled for each travel to-do complete with extra push-in product shots for spreading the reach on instagram.

Photographer: Anna Williams Prop Styling: JC Garcia-Lavin Video: Spreadhouse

Social Images

Big Sur Packing Story video

Packing for Shaghai video

Spotlight On

We partnered with prominent accessories photographer Mitch Fienberg to craft a few focused editorial stories each season to highlight Michael's favorite products.

It was delightful working with him and his talented team. See some our favorites below.

TR15_DK_SPOTLIGHT_ON_TUXEDO_SNEAKER_resized

Michael's Must Haves

Michael always picks his top 5 Must Haves for the season and these pics were had become an important go to for our customers.

These top 5 items were Michael's take on his trends for the season and were found at the main entrances in stores globally.

Loved by customers and employees alike, they were featured in the catalog, on Destination Kors and in an email at each release.

Seasonal Trend Stories

Each season featured a trend story highlighting MMK looks.

From a Holiday Party Dressing video to showcase perfect party looks to How to Wear Whites in spring. Some seasons were video, some had editorial photo layouts. Each piece had accompanying social media assets and email outreach that drove back to e-commerce, of course.

Photographer: Robert Johansson
See the layout here.