Michael Kors is a globally renowned luxury fashion brand synonymous with sophistication and timeless elegance. Founded by American designer Michael Kors in 1981, the brand has become an icon of modern luxury, offering a wide range of ready-to-wear apparel, accessories, footwear, and fragrances. Known for its chic yet practical designs, Michael Kors collections effortlessly blend classic silhouettes with contemporary trends, catering to the cosmopolitan lifestyle of its discerning clientele.

Michael Kors is struggling as a luxury brand due to factors such as overexposure, brand dilution from lower-priced segments, stiff competition, and perceived lack of innovation. To regain its status, the brand needs to reposition itself strategically, focusing on exclusivity, innovation, and maintaining a strong appeal to high-end consumers.

I tried to make sense of their mission statement "Our mission is to bring a sophisticated jet-set lifestyle to women and men around the globe." and identified the target audience they want to attract. I then thought of creating a campaign that caters to the needs of a person who lives in the city, is always on the go, and desires luxury items that are versatile for their everyday life. To showcase their busy, on-the-go life, I considered taking candid photos with a slow shutter to capture movement. This is how I plan to execute my campaign.