Ad Campaign: Michael Kors Very Hollywood fragrance
Photography by Mario Testino
Website: www.michaelkors.com
“Hollywood glamour is the ultimate escape,” said the designer during an interview at his Manhattan showroom Tuesday. “It is an emotional pull, no matter what your age — which gave us the idea for this fragrance. Everyone needs a little escape these days.”
“Carmen has been my muse for quite some time,” said Kors. “She’s such a chameleon — we can shoot her in a guy’s T-shirt or dripping in Fred Leighton jewels, and she looks fantastic in both.” The print campaign is expected to break in October fashion, beauty, lifestyle and entertainment magazines. One version, a multipage concept for entertainment magazines only, is intended to look like a tabloid section, while fashion, beauty and lifestyle books will get more traditional single- and double-page spreads (some scented) featuring the couple. Sampling vehicles include scented ribbons with gold-toned, charm-sized replicas of the fragrance bottle, in addition to the traditional vials on card and scented strips. Upward of 60 million scented impressions are being targeted.
*Photo credit/source: WWD
