Michael Kors taps Yang Mi for Whitney bag line
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Luxury fashion brand Michael Kors has recruited Chinese actor Yang Mi for the design and promotion of a limited-edition take on the US accessories maker’s classic Whitney bag.
Designed to celebrate Qixi, the Chinese equivalent to Valentine’s Day, the Whitney Qixi bags feature heart and star-shaped silver-tone hardware in a nod to the romance of the ancient Chinese day of love.
The bags are available in both bright red and black leather, which Mi chose to reflect her personality and personal style, confirmed the actress in a press release.
“Studs are always a part of my style, so I knew I wanted to use them in these designs. The heart shapes were perfect for symbolizing love this Qixi, while the star shapes were all about adding a little personality and attitude,” said the Michael Kors’ ambassador.
The Qixi Whitney bags officially launched August 1, at a special event in Shanghai also attended by Mi, before becoming available worldwide.
The collection and launch event coincided with the unveiling of the Michael Kors x Yang Mi pop-up concept, which runs in Shanghai from 1 August to 19, before heading to Chengdu from 25 August to 2 September.
As part of Kors’ efforts to further tap the local market, the Qixi bag is also available via its new WeChat Mini application, which allows customers to purchase all Kors products directly from the social media messaging platform.
Finally, to mark the release, Michael Kors launched a fresh campaign featuring Mi, which was shot by Chinese photographer Chen Man. The global campaign will be distributed via print, outdoor advertising, digital advertising and social media, and an accompanying video will also be released.
Michael Kors named Yang Mi as a global ambassador last September. It operates 135 stores in Greater China.
Questions & Answers
Q.What distinguishes the limited-edition Whitney Qixi bags from the classic Whitney design?
What distinguishes the limited-edition Whitney Qixi bags from the classic Whitney design?
The Whitney Qixi bags incorporate heart and star-shaped silver-tone hardware. This design feature was chosen to symbolise the romance associated with the ancient Chinese Qixi festival. They are available in bright red and black leather.
Q.How long will the Michael Kors x Yang Mi pop-up concept be available to the public?
How long will the Michael Kors x Yang Mi pop-up concept be available to the public?
The pop-up concept will run in Shanghai from 1st August to 19th August. It will then move to Chengdu, where it will be open from 25th August until 2nd September.
Q.How is Michael Kors making the Qixi bag accessible to customers in the local market?
How is Michael Kors making the Qixi bag accessible to customers in the local market?
The Qixi bag can be purchased through Michael Kors' new WeChat Mini application. This platform allows customers to buy all Kors products directly from the social media messaging service.