Throughout the 40 year history of the Michael Kors brand, there have been many eras. The 80’s defined by glamour, the 90s by pared-down luxury and power dressing, the 00s by the aspirational jet-set lifestyle. Today, the brand is exploring what its next era means in the context of the modern customer, new codes of luxury, and the cultural conversation of today.

KINDUSTRY was engaged to help craft a fresh vision and new brand architecture, customer archetyping, deep dives into generational shifts and consumer insights, and evocative directions for future narratives and campaigns.