In honour of World Food Day on 16 October, fashion brand Michael Kors has revealed some big initiatives designed to support Watch Hunger Stop, the brand’s campaign to fight global hunger.
The month’s activities include the launch of a new limited-edition watch, microsite and Phhhoto booth installations in selected stores where supporters can design a digital T-shirt with a personalised message.
To amplify the message of the campaign and reach a wider audience, the brand is releasing a video featuring models Lily Aldridge, Candice Swanepoel and Liu Wen wearing Watch Hunger Stop T-shirts. In addition, Michael Kors-the newly named Global Ambassador Against Hunger for the United Nations World Food Programme (WFP)-has announced that actress Kate Hudson has joined Watch Hunger Stop as an advocate. There is also an in-store donation programme throughout the month of October, allowing store visitors to contribute to WFP.
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Lily Aldridge, Candice Swanepoel and Liu Wen promote the campaign by wearing Watch Hunger Stop T-shirts |
This year, the brand is adding a limited-edition timepiece to the collection, the Bradshaw 100. For every watch sold, Michael Kors will donate US$25 to WFP. The watch features a detailed map of the world on the face and Michael Kors’ signature engraved on the back, along with “˜Watch Hunger Stop’ and the message “1 Watch = 100 Meals.” The new watch will be sold exclusively in Michael Kors stores worldwide and online starting this month. It will retail for $295.
The Watch Hunger Stop video with the aforementioned models can be viewed on watchhungerstop.com and shared on social media. Customers are invited to visit the site watchhungerstop.com, launching on 1 October, or stop by a participating Michael Kors store from October 1 through October 18 to create a digital T-shirt with a personalised message beginning with the phrase “Today I Want To.” For every digital T-shirt uploaded to the gallery on watchhungerstop.com, Michael Kors will donate 50 meals to WFP. The goal this year is to reach 1 million meals by the end of October.
Customers will also have an opportunity to make a donation to WFP at selected Michael Kors stores during October. Just US$5 feeds a child in school for a month, the brand stated.
In July, actress Kate Hudson partnered with Michael Kors and Watch Hunger Stop to help build a world with zero hunger by raising awareness and funds for WFP. “As a mother, I can’t think of anything more important than raising a healthy and educated generation of children, and WFP’s School Meals Program is committed to exactly that. This is a cause that I’m eager to be a part of because I believe we can all make a real and significant difference,” said Hudson.
Watch Hunger Stop, established in 2013, raises funds and awareness to help achieve a world with zero hunger. The centrepiece of the campaign is the Watch Hunger Stop watch collection, first introduced in April 2013. For each Watch Hunger Stop timepiece sold, 100 children in hunger-stricken areas receive a nutritious meal, said Michael Kors.
“I’m very proud that through our Watch Hunger Stop campaign we’ve helped WFP deliver over ten million meals to children in need. We couldn’t have done this without the compassion and efforts of our fans and customers whose support of this important cause is inspiring,” said Michael Kors. “I’m excited to see how much more we can do.”
