Michael Kors
In celebration of Michael Kors’ 40th anniversary, ASHYA partnered with the legacy brand on a capsule collection built around a vision of pared-down luxury and a love of exploration, paying homage to their shared point of origin: New York.
I led brand strategy and creative direction for ASHYA’s side of the partnership, working alongside the brand’s chief creative officer, Michael Kors, and its product development and marketing teams to build a 360° global campaign — from concept and product development through visual storytelling, retail execution, and press and influencer strategy across digital and social platforms. The capsule collection also featured an in-store takeover at Michael Kors’ Rockefeller Center Flagship in New York.
I led brand strategy and creative direction for ASHYA’s side of the partnership, working alongside the brand’s chief creative officer, Michael Kors, and its product development and marketing teams to build a 360° global campaign — from concept and product development through visual storytelling, retail execution, and press and influencer strategy across digital and social platforms. The capsule collection also featured an in-store takeover at Michael Kors’ Rockefeller Center Flagship in New York.
Campaign Images
The collection introduced a new pattern, Saga Signature — a nod to ASHYA’s cultural heritage and a playful twist on weaving. We reimagined the MK Signature print through a pattern inspired by the West African traditions of woven textiles.
Design Direction
Filmed in Little Caribbean, where ASHYA began, the campaign is a nod to two New York-born brands, each making a milestone: forty years for Michael Kors, a coming of age for ASHYA.
Campaign Film
47 influencers across fashion, culture, and beauty — spanning the US and Asian markets — drove a potential reach of 22.2M impressions. Top-performing content generated 4.6M impressions and 114K engagements, anchored by Bella Hadid’s post, which reached over 50M followers and 2.1M engagements on its own.
Social + Influencer Brand Marketing
Project Components
Brand Partnership | Conceptual Sketches & Design Renderings | Product Development | Storytelling & Messaging | Campaign Creative Direction | Web & Digital Design | Retail Window & In-Store Signage | Press & Influencer Brand Strategy (North America) | Digital Marketing Strategy
Credits
Creative Direction Moya Annece & Ashley Cimone | Photographer Justin French | Director Anthony Prince Leslie | Production Company Equator Production | Talent Lineisy Montero Feliz, Greg Emmanuel, Bauby Tan
Press Highlights
Vogue US, Vogue France, WWD, Olivia Perez’s Podcast: Friend of a Friend
Brand Partnership | Conceptual Sketches & Design Renderings | Product Development | Storytelling & Messaging | Campaign Creative Direction | Web & Digital Design | Retail Window & In-Store Signage | Press & Influencer Brand Strategy (North America) | Digital Marketing Strategy
Credits
Creative Direction Moya Annece & Ashley Cimone | Photographer Justin French | Director Anthony Prince Leslie | Production Company Equator Production | Talent Lineisy Montero Feliz, Greg Emmanuel, Bauby Tan
Press Highlights
Vogue US, Vogue France, WWD, Olivia Perez’s Podcast: Friend of a Friend
