NEW YORK — Michael Kors is unfurling a host of initiatives designed to support Watch Hunger Stop, the brand’s ongoing campaign to fight global hunger.
This story first appeared in the September 25, 2014 issue of WWD. Subscribe Today.
Tied in with World Food Day on Oct. 16, the month’s activities include the launch of a limited-edition watch, the premiere of a video shot by National Geographic featuring Halle Berry, a United Nations World Food Programme field-visit sweepstakes and an in-store T-shirt giveaway.
Watch Hunger Stop was established last year and partnered with WFP, with funds earmarked for WFP’s school meals program. The centerpiece of the campaign is the 100 Series timepiece, first introduced in April. For each 100 Series watch sold, 100 children in a hunger-stricken area receive a nutritious meal and Kors will donate $25 to WFP. As of July, sales of the watch have helped WFP deliver more than five million school meals to children. Throughout October, there is also an in-store donation program to WFP.
This year, Kors is also adding a limited-edition timepiece to the collection: The new model features a rose-gold-tone stainless-steel case and bracelet with a map of the world etched on the gray-blue dial. Engraved on the back is Kors’ signature, the name of the campaign, the words “limited edition” and the message “1 Watch=100 Meals.” The unisex watches are available in midsize and oversize styles and retail for $295. They will be sold exclusively in Michael Kors stores worldwide and at michaelkors.com, starting next month.
In July, Halle Berry traveled to Nicaragua on behalf of the organization and Michael Kors, and the trip was filmed by National Geographic. The short film will air on CNN on Oct. 16 and then live on the micro-site WatchHungerStop.com.
The sweepstakes offers the winner and a companion the chance to win a 100 Series watch and visit WFP in the field. The excursion will be documented on the brand’s social channels.
Finally, models Lily Aldridge, Candice Swanepoel and Chrissy Teigen have joined Kors in support of the cause by promoting the Watch Hunger Stop T-shirt design. From Oct. 16 through the end of the month, customers can receive a free T-shirt at participating Kors stores.