Michael Kors has launched a digital campaign to promote its Wonderlust Eau de Parfum collection.
The new creative stars international supermodel Gigi Hadid and was shot by fashion photographers Inez & Vinoodh in the Turks and Caicos Islands.
Michael Kors described Gigi Hadid as the “perfect ambassador” for the fragrance line. “Gigi fully embodies the Michael Kors Wonderlust spirit. She’s curious, spontaneous, lighthearted…everything you want in a travel partner and is the perfect face for this fragrance.”
Hadid commented: “Michael Kors Wonderlust is a vacation in a bottle. The fragrance is an escape – a little luxury that takes you away. I love the floral notes and the versatility, it carries me from a day at the beach to a night out with friends.”
To celebrate the new campaign, Michael Kors hosted a fragrance bottle signing event with Gigi Hadid as well as an interactive pop-up in New York City on 15 and 16 July.
An ‘experiential treasure hunt’ kicked off at the brand’s Rockefeller Center store, where guests were given a ‘Michael Kors Experience Map’.
The map led them to three different interactive stops across the Rockefeller Center. These included an in-store photo booth, an interactive ‘shell phone’ and an immersive Michael Kors Wonderlust Scent Bar, which highlighted the different olfactory elements of the fragrance collection.
Guests also had the opportunity to win some special prizes, including branded beach bags, towels and deluxe Wonderlust samples.
In addition to the pop-up event, the brand is also launching the newest addition to its Wonderlust line, the Michael Kors Wonderlust Sublime Eau de Parfum. The new fragrance has been described as ‘a sensual oriental fragrance’ and is a reinterpretation of the original scent.
The new fragrance features orange flower, pink pepper and cinnamon top notes, balanced by floral heart notes of dianthus and jasmine, and finished off with woody amber base notes. It will be available in downtown duty free and travel retail locations worldwide in August 2019.
