Michael Kors is adding a new topic to the high-energy conversation the brand shares with its fans: #JetSetSelma, a fan-inspired and city-focused digital initiative that celebrates its Selma handbag. Playing off the bag’s clean, sharp lines and urbane sensibility, the campaign asks fans to photograph their Selma ―on location‖ wherever they may be, all over the globe. They can then tag the photos with the hashtag #JetSetSelma, upload to Instagram and join the ever-growing gallery at http://mko.rs/Wk. Every week during the month of October, fans who shared their images were eligible to win a new Selma.
The idea for the new initiative was born in London last spring when an image of the Selma—juxtaposed against London’s iconic Big Ben—was posted to Michael Kors’ Instagram channel during a visit by the designer. The response was immediate—the image garnered the most ―likes‖ of any photo ever posted by the brand. Inspired by the response, Kors’ marketing team decided to open the conversation up to the many fans of the best-selling Selma, the sleek, structured, top-zip bag that was launched in Spring 2013 and is now a signature silhouette, offered in new colors and styles every season.
#JetSetSelma will be making a debut in three dimensions during an event at the Tokyo National Museum on November 13. The event is being held to celebrate Miranda Kerr’s Michael Kors cover of the December Issue of Elle Japon. As guests enter the museum, they’ll find a large, custom-made projection of a “digital mosaic” of skylines from around the world and the Michael Kors Selma handbag. The mosaic will be made up of more than 5,000 images drawn from Michael Kors-branded content, user-generated content tagged #MKTokyo, and images from four Phhhoto booths at the event. Each Phhhoto booth will have a different cityscape as its background and will text an animated GIF to users to share via text, email or social media. Finally, prints of all the #JetSetSelma photos will be printed out and arranged to form a physical mosaic on a wall at the museum.