MANILA, Philippines—An inside peek at the brand’s recent Jet Set Sanya experience, the first global brand activation since China’s opening of its borders, is being shared by Michael Kors with great excitement.
The two-day extravaganza in Sanya, a resort destination on China’s Hainan Island, tapped on the brand’s iconic jet set sensibility as it brought guests on a chic and glitzy excursion to the sun, sand, and sea.
Image courtesy of Michael Kors
Hosted at the Park Hyatt Sanya, the Jet Set Sanya experiences immersed friends of the brand in the full world of Michael Kors. Upon arrival, guests including Bling Empire: New York’s Tina Leung, influencer Tamara Kalinic, and model He Cong and more were welcomed to the destination with a sunset “cocktail hour in the sky” at the resort’s elevated infinity pool, where a Jet Set bar designed to resemble a chic airport lounge served custom cocktails. Everyone then made their way to an elegant Jet Set seated dinner on the private white-sand beach.
The brand took the opportunity to celebrate its newest Global Brand Ambassador, actress Shu Qi, who made a grand entrance to the surprise and delight of the 100+ guests, including Greater China Brand Ambassador Feifei Wang and China Brand Ambassador Bai Lu.
Image courtesy of Michael Kors
Image courtesy of Michael Kors
Image courtesy of Michael Kors
Image courtesy of Michael Kors
A live presentation of the Spring/Summer 2023 Michael Kors Collection followed dinner, bringing the season’s “urban resort” theme to life on a grand scale. The night ended with surprise after-party performances by local stars Mika, Fei Wang, James Lee, Caelan, Zhang Yan Qi, and Duan Xingxing. The music throughout the weekend was curated by internationally celebrated Parisian music director Sebastian Perrin.
On Day 2 of the event, a pop-up in one of the resort’s exclusive pool villas brought the Spring 2023 MICHAEL Michael Kors campaign to life with a curated assortment of spring products that were accessible to shop via Douyin and Red social channels.
The first designer luxury goods brand to have a livestream at the flagship Douyun (TikTok) store is Michael Kors. To recreate a dramatic Michael Kors ad campaign image, guests enthusiastically engaged in the Jet Set photo challenge.
Image courtesy of Michael Kors
The resort’s breathtaking scenery, along with custom destination content creation boxes, personalized gifts, and Michael Kors branding throughout, gave guests endless opportunities to create their own jet set content during their stay.