KORS BETS ON MEN’S: Michael Kors Holdings Ltd. is getting serious about its men’s fashion advertisements. The company said that for this coming fall, the Michael Kors men’s campaign will increase the number of print publications where its ads will appear by 89 percent, with a 311 percent increase in total ad pages compared with fall 2013. The new fall ads — shot by Mario Testino, with model Benjamin Eidem fronting the campaign — will be featured in several new publications for their September issues, including Men’s Health’s U.S., U.K. and German versions, Details and Esquire.
“With the advent of our SoHo store on Broadway — the first location to carry the men’s collection — and an increased interest in all of our men’s categories, we’re shooting more men’s imagery than ever before,” said Michael Kors.
This story first appeared in the June 24, 2014 issue of WWD. Subscribe Today.
Though the stance on advertising has changed, the aerial-centric content has not: Fall will include a male and female model with a cameo from an airplane, similar to 2013’s campaign, which featured a helicopter.