LAUNCH OF THE MICHAEL KORS x YANG MI COLLABORATION IN SHANGHAI
This year, Michael Kors is delighted to celebrate the Qixi holiday with a campaign dedicated to the event and two Whitney handbags specially created in collaboration with actress Yang Mi, the brand’s ambassador. The Qixi festival, which is based on a Chinese romantic legend dating back almost 2,000 years, is similar to Valentine’s Day.
These handbags are a reinterpretation of the brand’s new Whitney bag. They are adorned with silver metallic elements in the shape of a star and a heart, in a nod to the Qixi meaning. They will be available in bright red and black leather, colors that Yang Mi has chosen to reflect her personality and personal style.
The Whitney Qixi bags will be launched on August 1, at a special event in Shanghai attended by Yang Mi, and will then go on sale worldwide. The event will also feature the Michael Kors x Yang Mi ephemeral concept, which, to the delight of fans, will take up residence in Shanghai from August 1 to 19 and in Chengdu from August 25 to September 2.
” I’m delighted to have created these bags for Qixi as part of my mission as a Michael Kors ambassador ,” said Yang Mi. ” I find the Michael Kors woman elegant, charming and confident, and I hope she will adore these two new handbag styles. “
When asked about the inspiration for the new bags, Yang Mi said: ” Nails are an integral part of my style. So incorporating them into these designs was a no-brainer for me. The heart shapes were perfect to symbolize love for this Qixi, while the star shapes allowed me to bring a touch of personality and a certain allure to the bags. “
To celebrate this collaboration, Michael Kors is delighted to launch a campaign in which Yang Mi is highlighted by renowned Chinese photographer Chen Man. Inspired by Qixi’s story, the artist immortalized the special Whitney bag against the backdrop of a sunset sky. The Shanghai skyline at dusk also served as the backdrop for the campaign. The photos will also be accompanied by a video. The global campaign will run in print, outdoor, digital and on social networks.
” Qixi is one of those days when tenderness, love that endures, can be understood and celebrated wherever you are,” said Michael Kors, ” When we started creating this occasional product, I thought, ‘But what better partner than our ambassador Yang Mi’. ”
The Qixi product will also be available in China, via a new WeChat mini-app that will enable fans to learn about the collaboration and buy directly on the messaging platform.
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