Michael Kors is excited to share an inside look at the brand’s recent Jet Set Sanya experience as the first global brand activation since China opened its borders. Held in Sanya, a resort destination on China’s Hainan Island, the two-day extravaganza channeled the brand’s iconic jet set sensibility as it brought guests on a chic and dazzling excursion to sun, sand and sea.
Hosted at the Park Hyatt Sanya, the Jet Set Sanya experience 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.
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.
Day two of the experience brought the Spring 2023 MICHAEL Michael Kors campaign to life with a pop-up in one of the resort’s private pool villas, where a curated assortment of spring product was available to shop via Douyin and Red social channels. Michael Kors is the first fashion luxury goods brand on Douyun’s (TikTok) flagship store to do a destination livestream. Guests enthusiastically joined in a Jet Set photo challenge, aiming to recreate a dramatic Michael Kors ad campaign image. The resort’s breathtaking scenery, along with custom destination content creation boxes, personalized gifts and Michael Kors branding throughout, offered endless opportunities for guests to create their own jet set content during their stay.
