Michael Kors launches SS24 campaign, unveils new bags

The new SS24 Michael Kors campaign is said to be “an evolution in the brand’s creative direction”, coinciding with its 20th anniversary.

Covering the Michael brand and Michael Kors Men, it was shot by photographer Mert Alas under the creative direction of Trey Laird, and styled by Alex Harrington.

It’s an all-American location shoot, set in Malibu and Los Angeles, with imagery that’s “sharp, graphic, bold and saturated, focused on sand, sea, water and sky, as well as the brand’s key product messages for the season”.

The models include Africa Garcia, Aivita Muze, Anthony Thomason, Kwaku Ansong, Victoria Fawole and Xu Meen. 

Kors said he wanted the campaign to “personify the personal style of women and men who are cool, confident and always up for adventure. They effortlessly mix the relaxed and casual with the sleek and chic. They define the spirit of the next-gen jet set”.

The fashion focus is “chic, effortless separates… an easy, modern glamour” with oversized tailoring, washed denim and “sexy” swimwear.

And of course, star pieces also include high-margin accessories. That means two new shoulder bags — Colby and Tribeca — “polished, versatile designs that work day and night”, as well as barely-there sandals, slides and mules, and sunglasses. 

Zebra leads the way as spring’s statement print, splashed across almost the entire collection from handbags to footwear and ready-to wear.