Michael Kors just used New York Fashion Week to demonstrate his brand’s broad ranging appeal.
Mainstream has never been a dirty word for the designer who’s name is splashed across airport departure halls and his latest spring/summer collection proved to be as accessible as ever, serving as a box ticking exercise for the wardrobe needs of the modern working woman.
A response to his customers demands for long sleeve dresses and a trench coat to fling over her favourite shift dress, these were clothes to appeal not intimidate; clothes to ensure that Michael Kors can continue laughing all the way to the bank. Currently enjoying revenue of over £848 million, Michael Kors is among American fashion’s greatest financial success stories.
Along with his handbags, arguably the most popular affordable luxury items in the world, the designer has grown a successful ready-to-wear business and is the go-to designer for a luxury shopper who wants functional fashion. His latest collection served as proof of his enduring ability to tap into what his customers want.
Offered up to the sounds of Rufus Wainwright, who performed live on yesterday’s NYFW runway, this showcase was not about offering up occasionwear items for the cocktail sipping classes, but about appealing to the Kors customer’s every need.
Accordingly, Kors offered up a whole wardrobe of options. “More and more, women want items, they want to mix things up” said the designer ahead of his show. Adding, “seasonality is finished. Except for when it comes to the swimsuit, we can forget the seasons altogether”.
The result of this global mindset is a collection that saw oversized sweaters and flower power coats presented alongside ruffle trim bikinis and a pinstripe power suiting.
Keen to capitalise on his customer’s demand for spring fashion all year round, Kors also experimented with what he describes as the “ready to wear, ready to go” model by putting 12 items from the collection on sale online and in his New York store straight after the show.
